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The Misuse Of The About Page
Personally, I don’t read ‘about’ pages on the websites I visit (unless I’m working with a business and doing a marketing audit) – But web stats prove people do like to read ‘about pages’, and that they consider them important when making a decision about buying from a business
However, that doesn’t stop most ‘about pages’ being full of irrelevant information – and used for the wrong purpose … So in writing my ‘about page’, I’ve adapted it slightly for you before I give you my ‘about me’, to example a few mistakes not to make – and what to do instead –
Are You Really Interested In Me – Or Is What I Can Do For You More Important?
Any potential customer of a business is more interested in what the business can do for them – rather than reading about the business itself. However most businesses use the about page to state the obvious … EG; We are a plumbing business based in XYZ town with 20 years experience – Our mission is to etc – and we aim to provide etc – Instead, take what it is about your business you want to communicate and state it in a way that is relevant to your website reader … Which leads me onto my next point …
Don’t ‘We’ All Over Your Potential Customers
We are, we do, we this, we that – Stop writing from your businesses point of view, and turn it around to focus on your customers – eg use YOU, when you are looking for a – and you want etc
And Isn’t It Better Someone Else Tells You How Great I Am At What I Do?
Potential customers are looking to make a decision whether or not to do business with you – They want to know that you’re good, and that they can trust you, so an ‘about page’ is a good place to do some of that – But it isn’t the place to start bumping and blowing your own trumpet is it? The ‘Hey everybody aren’t I great?’ is simply just a turn off – and better saved for when you’re stood in front of a mirror!
So much better that a business’ clients tell you how great a business is – So a well placed testimonial and links to more reviews are always good used on an ‘about page’
“What can I say … Amanda is pure marketing genius”!
Jenny W. – Deputy Head Teacher
What I do …
“I work one to one with small business owners to create, set up and implement a continuous series of sales and marketing strategies and processes within their business that are specifically designed to produce customers and profits”
How I Got To Here …
Believe it or not, I started out in accounting and book keeping, (and yes, I have qualifications in that field). But after a couple of years studying towards chartered accountancy and much to my parents’ horror – I gave it up – I found it all a bit too dull (Sorry accountants)
With the words ‘Go get a job then’ still ringing loudly in my ears, I set out to find a job – and walked straight into a job – In sales! Another shock for my parents when I told them I was going to be selling kitchens and conservatories! No wonder they didn’t like the idea – 25 years ago, selling such products did have a bit of a shady reputation – however I was good at it – And I wasn’t being shady!
A couple of years later I went for an interview in car sales – “Ha Ha” – Another ‘shady industry’ I hear you say – And indeed to some extent I agree, I’ve worked with some slime ball salesmen and shady characters in my time, I’ve also worked with some amazing and inspiring people too
Anyway, I still remember that job interview to this day – I sat across from the dealership owner, we chatted for a while, and then he passed me piece a of paper and said:
“These are people who responded to a magazine advert and requested a brochure – Choose one of those prospects on that list, phone them and get them to book a test drive this weekend”
I looked up from the list and he was already sliding the phone over the desk towards me …
I started my career in the car industry the next week – Now some people might have crumbled and given in to fear at this point – But I enjoy challenges, I don’t view having sales conversions as fearful, I actually like being ‘on the spot’, and talking to clients, and as I teach most of my clients, to be able to do this with confidence requires just a few subtle changes in mindset and technique.
Anyway, over the years I progressed in the motor trade from the sales into more managerial, training and consulting roles within the industry, and in all spent many years in the motor trade – and I loved every minute of it.
I learnt so much more about what gets people saying yes, and I did it without being the smarmy pushy salesman – I did it by helping people, by listening to what they wanted – and understanding what it was that motivated them to make decisions and take action. Okay, so there was technique and process and strategy along the way – But understanding your customers dreams and desire and cognitive processing is key
Eventually too much travelling prompted me to leave the car trade and pursue something a little less cut throat, and because I’d spent many years generating my own leads and appointments, and doing product launches, I realised I’d been doing a lot of marketing – so that was my next step …
I started out by getting some marketing qualifications – mostly with the purpose to have the Chartered Institute of Marketing recognised qualification to back up my marketing skills, and I spent the next couple of years in Marketing Manager roles in various organisations
Only that was too sedate (Is this beginning to sound like Goldilocks and the three bears now)? – And I decided to finally take the plunge – and work for myself – and that was just right – (LOL)
Of course, I didn’t bother sticking to what I knew so well – I bought a failing bricks and mortar business (retail), and applied everything I knew to turn the business around – and in just 12 months, quadrupled the turnover and profits, and sold it for a good profit 5 years later
Having a physical business was incredible fun, it was also extremely challenging work, but making my own decisions and answering to no-one but myself suited me, I loved the freedom, the responsibility and the rewards
So I’ve got the experience and knowledge of running a small business, I’ve got 20 years of sales and marketing experience, and I decided to package it up into what I do today
Why I Do What I Do
Ever since then, I’ve been working with small business owners to help them get more customers, make more money, and transform their businesses into the business they first envisaged when they started because;
- I understand what it’s like to work 6 days a week and still be working on your day off
- I know what it feels like to have the pressure of making profit – Of having to earn enough to pay your business bills – and then having enough left over to pay yourself, so you can feed your family and keep a roof over your heads
- I understand what it feels like to have the success of your business based entirely on your shoulders; Of having the right mindset – Making the right decisions – Taking the risks – And taking action