Do you want to win more business? Take a close look at the About page of your website. Does the page provide the information your customers are looking for, or is it a boring re-hash of your Company History?

Whether you realise it or not, your About page isn’t really about you, it’s about your customers, and getting them to know, like and trust you. If you want to capture their attention, and their business, you first need to tell them how you can solve their problem, then back it up with the reasons why you can do this.

Following are my 5 top tips to write a winning About page for your site:

1)  Before you start writing, consider your customer – Think about:

• Who is my customer?
• What problem do I/can I solve for them?
• What does the customer want to know about our company/me?
• What voice or style do they respond to? i.e. formal or more friendly/casual?

If you’re unsure of the answers to these questions, ask your customers.

2)  Tell them HOW you help solve their problem – Make a clear and concise statement about what you do for your customers. This gets their interest and provides motivation to read on.

3)  Tell them WHY you are the best choice – Here’s your opportunity to make them want to deal with you by expressing your personality, being informative and entertaining, as well as conveying your company’s culture and values. This enables you to engage them with your personal and/or company’s story and to build trust.

You can then include the qualifications and experience you have to back up your claims. Highlight your expertise – accomplishments, awards, volunteer or charity work, associations, education, passion, links to media/press articles you’ve features in, tell them why you do what you do so well.

4)  Express your point of difference – Remember your reader is most likely looking your competitor’s sites as well, so it’s important to clearly state your UVP (Unique Value Proposition – or what makes you stand out from your competitors) on your About page. Research your competitor’s sites to ensure yours stands out.

Simply expressing your story and humanising your organisation can be your point of difference too. People want to know who you are, what you stand for and why they should trust you. It’s important to be honest, authentic and real in order to be trustworthy.

5)  Show your face – Personally, I much prefer to deal with an organisation where I can see photos or video on the Home page or About page. Displaying a photo or video provides a further opportunity for people to get to know, like and trust you. Whether you use individual shots or a team picture, it is essential that you include pictures.

One more tip – Invite them to connect with you on social networking sites such as Facebook, LinkedIn or Google+. That way, they have the opportunity to get to know you before they give you their business.

Should you be feeling a little overwhelmed about writing your About page (or any other web page), engaging the services of a Professional Writer can often save you time, money and heartache. Feel free to email me to discuss your project – I’d be happy to assist.

If you’d like to receive more writing tips, please connect with me on Facebook or sign up to the newsletter on my Professional Writer website.

And lastly … I’d love to know – what do you think makes a great About Us page?  Please comment below.

Many small business owners would like to get customers to buy more products or services … and buy them more often. But do we know why people buy in the first place?

According to John Jantsch from Duct Tape Marketing, ‘People buy on emotion and then rationalise their purchase with facts.’

When promoting themselves, what most businesses focus on is the facts. What we really need to do is tap into that emotion, to form a connection with that person and get to know our ideal customer. Stories can help do this.

Following are 5 ways we can use stories to shape our brand and make an emotional connection:

• Stories help to simplify and explain – Stories are a great way to explain how your product or service works or how it can be used. This is especially helpful for complex issues. Video stories can be very useful here;
• Stories  help customers relate – Success stories and case studies about how a customer used your product or service to solve a particular problem can help others to relate  and connect. People like to copy other people’s success;
• Stories paint a picture of why you do what you do – Stories can help customers understand your passion for your business, and explain a little more about you as an individual. People relate to other people rather than a company and they like to deal with the person behind the business;
• Use stories to build trust and authority – Stories and in particular, testimonials, help establish trust and can demonstrate how you/your business is an authority in your particular area;
• Stories give people something to repeat – Stories assist happy customers to spread that all-important word-of-mouth and to give referrals.

Once you’ve made that emotional connection, you’re well on the way to getting your customers to buy more from you.

What’s your story? If you’re looking for some help to get your story heard, email me - I’ll be happy to help!

We all know how important it is to make a connection with customers in business today. Smart businesses create brand awareness and influence both prospects and customers by involving them in their story. Think about companies such as Apple computers, Boost Juice or Red Balloon Days … all have built prominent profiles based on their culture and unique story. There are thousands more companies who’ve done the same thing in their own industry or marketplace.

A powerful story:

• creates intimacy
• establishes relationships
• creates a shared experience
• provides a sense of connection
• communicates your values

A poweful story can motivate, persuade and inspire your prospects, turning them into customers – and increasing your bottom line. If you wish to influence others, you must have a good story.

What particular chapter of your own personal story will your target market best relate to?

For example, if you’re a property marketer targeting first-time investors, you might tell your own personal story of how you bought your first property and how you went on to build a portfolio of dozens of investment properties.

Shaping your story

In order to shape your story, you need to be clear on who you are and what your purpose is.

• What are you passionate about?
• Why did you go into business?
• What are your core values?
• What do you specialise in?
• What do you, personally, and/or your business stand for?
• Are you connected with any charity work?
• What common interest do you have with your customers?

You don’t have to be able to answer every one of the above questions, but answering at least some of them will give you an idea of your own unique story. If you’re unsure, you may need to work with a friend or coach to discover some answers

As small business owners, many of us would like to get our customers to buy more of our products or services.  To achieve this, it’s important to understand why people buy in the first place.

According to John Jantsch from Duct Tape Marketing, ‘People  buy on emotion and then rationalise their purchase with facts.’ Most businesses focus on the facts, but we need to firstly tap into that emotion, to form a connection with that person, to know our ideal customer. Stories can help us do this.

Following are 5 ways we can use stories to shape our brand and make an emotional connection:

• Stories help to simplify and explain – Stories are a great way to explain how your product or service works or how it can be used. This is especially helpful for complex issues. Video stories can be very useful here;
• Stories  help customers relate – Success stories and case studies about how a customer used your product or service to solve a particular problem can help others to relate  and connect. People like to copy other people’s success;
• Stories paint a picture of why you do what you do – Stories can help customers understand your passion for your business, and explain a little more about you as an individual. People relate to other people rather than a company and they like to deal with the person behind the business;
• Use stories to build trust and authority – Stories and in particular, testimonials, help establish trust and can demonstrate how you/your business is an authority in your particular area;
• Stories give people something to repeat – Stories assist happy customers to spread that all-important word-of-mouth and to give referrals.

Once you’ve made that emotional connection, you’re well on the way to getting your customers to buy more from you.

OK – so you’re keen to get an article published in your industry magazine, online journal or local newspaper. Most publications are happy to accept article submissions from your small business – as long as you have an interesting angle!   So, what’s the key to success?

Following are 5 quick tips to help you write an article the editor will love… and want to publish!

1 – Who’s your target market?

Let’s say you’re a freelance make-up artist. Your target market might be teenage girls who want professional makeup for their formal /graduation or young women who are potential brides, as well as their mothers.  

If you coach kids after school, you’d target working parents who need help with getting their kids’ homework done or parents looking to improve their children’s academic results.

 2 – Where is your article being published?

Your story needs to capture the attention of this specific target audience. What type of publications or online media is your target market reading?  Approach these publications first.

If you’re really struggling to find an angle which fits your business, your target audience and the publication, you may need to approach a different publication.

3 – What does your audience want to know?

Consider what type of information your audience is looking for. What can you say that will elevate you to the level of expert in your field and influence them to call/email you to make an appointment or purchase your products? Think about the questions you frequently answer for your customers. Offer helpful information in your article –  they’ll want more.

4 – Keep it simple

Choose one angle per story. If your first story is of interest, there’s most likely going to be opportunities for further articles in the future, so save the other topics for later – or another publication.

5 – What’s your best angle?

Consider these potential angles as a starting point -

• Is your business innovative or the first of its type in your community?
• What specific problem do you solve for your clients?
• How does your product/service help enhance client’s lives?
• Do your products/services help clients save or make money?
• Have you recently been nominated for, or preferably WON an award?
• What’s your personal story/background – what led you to start the business?
• Can you tie your business into something which is a current media issue?
• What’s your point of difference? What’s your Unique Selling Proposition?
• Listen to your current customers – why have they come to you and how have you helped them – Incorporate testimonials from your current and/or past clients to reinforce the point you are making. Testimonials are very powerful, but you must seek permission to publish the name and suburb of each person providing them.