Early on in my career, I had no clue about writing direct response copy. I pretty much just winged it. (Yeah, I know… And I was a journalism major, so I did have some writing experience. 🙂
Then, later on, writing better, more impactful copy became one of my core goals, and I invested in several writing courses and mastermind groups over the years.
I wanted to get really good at communicating and reaching my dream clients. If you do nothing else in your business except this, it will be time and money well spent.
The main reason is that some core markets are becoming incredibly crowded with competition – you need to stand out from the crowd.
One of the best ways to do this is how you talk about your business to people and how you write about your business. And if you have a website—your “About Us” page is incredibly important.
You have to get really good at sharing your mission or vision story. It must show how unique you and your business are and how different you are from anyone else.
You also need to connect with them on a deeper level.
When you think about your dream clients, you’re attracting people who are similar to you in values and beliefs and who buy into your mission.
A major mistake many people make is when their core messaging sounds fake or put on. It’s almost like they’re trying too hard to look more professional and slick, using jargon and sounding “corporate.” And it has the opposite effect. It creates distance and disconnect.
One of my favorite quotes about jargon is from Bernadette Jiwa:
“Jargon puts your clients to sleep, kills the conversation dead, and sucks the soul out of ideas.”
What’s more fun to do is to look at your business and how you tell your story as your first coffee date with them. It’s a way to start the conversation and leave them wanting more.
Your story doesn’t have to have a ton of information in it. You just need to start the conversation.
The goal is to create a deeper connection with your potential dream clients. And to start building trust with them.
This is why your “About Us” page is incredibly important. So, how can you create one that resonates with your dream clients and doesn’t sound like a boring bio or resume?
Let’s start with creating your Soulful “About Page” on your website. You can also use this as a guide for conversations with potential dream clients/customers.
I want to inspire you to take another look at it. And I want you to make it more unique and incorporate more personal information to create a connection. Why did you create your business? What’s your mission or vision story?
Some of the most effective About Us pages:
- Connect your dream client to your business on a more connected and deeper level – share why you started it.
- Share your business’s mission, purpose, vision, values, and beliefs.
- Write down all your dream clients’ questions about your business and answer them on that page.
Remember, in Soulful Marketing, your goal is to connect, be authentic, transparent, and be uniquely you. Some people call this showing your personality in your copy.
Check out the REI About Us Page example below:
“At Recreational Equipment, Inc. (REI), we believe a life outdoors is a life well-lived! We believe that it’s in the wild, untamed, and natural places that we find our best selves, so our purpose is to awaken a lifelong love of the outdoors for all.
Since 1938, we have been your local outdoor co-op, working to help you experience the transformational power of nature. We bring you top-quality gear and apparel, expert advice, rental equipment, inspiring stories of life outside, and outdoor experiences to enjoy alone or share with your friends and family. And because we have no shareholders, with every purchase you make with REI, you are choosing to steward the outdoors, support sustainable business, and help the fight for life outside. So whether you’re new to the outdoors or a seasoned pro, we hope you’ll join us.”
A Few More About Us Page Examples:
Dave – Banking – https://dave.com/about
My Ollie – Dog Food – https://www.myollie.com/about/ (I feed Emma their food, and she loves it. And I simply love their brand and mission.)
Cedar – Health & Wellness Tech – https://www.cedar.com/about-us/
Soulful Marketing – https://www.soulfulmarketingsystem.com/about-shannon
Key Take Aways:
- Connecting with your dream client on a deeper level is critical. (Being authentic, transparent, and personable.)
- Share the spark that ignited you to create your business.
- Share the evolution and transformation of your business and your dream clients/customers.
- Knowing and sharing your beliefs, purpose, vision, and mission is critical. Answering the question – what is the problem that you’re critically solving? Where has this journey taken you, and how will it help them?
- Sharing your core vision for the future and your current mission today that you want to help your dream clients with.
- Write to me like you and I are having coffee in your kitchen.
- Be honest, real, and even vulnerable. (Your dream client wants to know you and loves it when you think and have similar beliefs.)
Your dream clients/customers want to see your mission and how you’ve impacted others. They also want to understand how you can help them. It’s about creating and nurturing trust and connection with them.
The ultimate key is that you need to be yourself, not some big stuffy, jargon-filled, disconnected company. I want to relate and connect with you. I want to know I’m not alone and that you get me.
When you do that, you will undoubtedly get a client/customer. You totally got this! And I’m always here for you, hands at your back.
Can you believe it? December is almost half over. And Christmas (if you celebrate) is gonna be here in less than 12 days. Wow, time is ticking, ticking, ticking, and I still have some shopping to do!
Hope you’re hanging in and taking good care of yourself.
Quotes I’m Pondering:
“Businesses and brands succeed when they deliver value based on customers wants, not on the metrics of a well-oiled machine.” ~ Bernadette Jiwa, Make Your Ideas Matter
“We need to give people one reason to care about us, not just a hundred different reasons to buy from us.” ~ Bernadette Jiwa, Make Your Ideas Matter
Powerful Affirmations to Inspire:
- “I give thanks for the Divinely planned journey under Divinely planned conditions with the Divinely planned supply.” ~ Florence Scovel Shinn
- “All doors now open for happy surprises, and the Divine Plan of my life is speeded up under grace.” ~ Florence Scovel Shinn
Make Your Ideas Matter: Stand out with a better story by Bernadette Jiwa.
I am creating more time in my schedule to go hiking with Emma. The weather is brisk and beautiful to hike in. And, of course, Emma loves it. She’s waiting patiently to get her collar on so we can head out.
Then, there are always some good clouds, sky pictures, and a trail shot with some fall leaves still hanging on. Winter skies in Redding, CA, do not disappoint.
Then Alice and I attended the Drag Queen Christmas Show in our town. Who knew that it would come to our little conservative town?! We went with friends and laughed a lot—just what we needed to give us a break from the holiday stress.