I’m away from home for about a month and because I don’t have a lot to take care of except our little 14-year old Westie, I’ve had a lot more time to think about stuff. I’ve been thinking about you…your business…and how to help you make it better.
Let’s look at your website — you have one, right? And you probably have the typical Home Page, your About Page, and maybe an Events and/or Product Page. Take a look at your About Page. Does it have impact?
If you’re like most people you included enough information about your background to let folks know that you have the experience they’re looking for, but without sounding “braggy”. You didn’t share a bunch of personal stuff there…and spent about 10 minutes on it before moving onto the next thing.
It’s time to take another long, hard look at Your About Page. Here’s why.
When someone visits your site, you have 3 to 6 seconds before they decide to stay or move on. They’re looking for connection – with you and with your message.
So let me ask you something. If one of the big TV networks came to you and said, “We want to do a reality show about you …” what would that look like? If they read your About Page would they be intrigued? If not, it’s time for a re-write.
So here’s what to do. First, look at EVERYTHING that’s happened to you – not just the good stuff. Think of it this way…if that reality show were just documenting the good stuff, you’d probably bore the snot out of your audience. It just doesn’t make good TV.
Think of the biggest, most dramatic, life-changing event that changed the way you’ve done life or your business since then. It could be the death of a loved one, a nasty divorce, a life-threatening injury or illness, a job that felt beneath you, a sick child. Think DEEP.
But, before you go all emotional, jot down what happened in bullet points stated as facts – first this happened, then this … then this, until you have outlined your journey. If you can think of this as interviewing someone else it will be a lot easier.
Once you’ve documented the facts, dig deep and take a few minutes to answer the following questions:
- How did you react to it?
- How did you feel?
- What did you learn from it?
- What helped you get over the loss or trauma?
- Did it take your life in a different direction?
- Are you glad it happened? Why?
- How is life better now? Then tell the reader how.
Now re-write your About Page using this exercise to write Your Story. And don’t be in a hurry to finish. When I did this, it was the most difficult piece I’ve ever written and it took me a good two weeks – on and off – to get it the way it needed to be.
And here’s the good news. Once it’s done, Your Story is the way to really connect with your audience both online and off. This authenticity is what’s makes you and the approach you take to your business different than anyone else. Period.
Bottom line … your vulnerability connects you to your clients.
You were once where they are; you suffered, you were transformed and you triumphed. And because you’re willing to share Your Story and shine a light on your failures, a-ha’s, and success, you can guide them in their transition, too.
Make an impact because your clients await,