Why Nobody Cares About Your Well-Crafted About Us Page (Not Even You)

You probably have an About Us page, right?

Does it talk about when you were founded, a cute mission statement and a well-crafted promise of your high-quality service?

I knew it!

Here's the tea. A dramatic way of saying the 4-1-1, the low down and you're about to know now. Sorry.

That kind of fluff writing will get you nowhere quick because you missed a crucial factor. Nobody cares. Now before you stop reading or click off my post due to the direct approach I'm taking here, hear me out. I'm speaking in the best interest of your future profits, so that, people actually give a damn about what's on that (About Us) page and are eager to buy from you.

If it bores even you and your mind starts trailing off to where you could go eat for dinner (because you are not cooking tonight)...You should hit the delete button and brew some fresh tea. Did you like what I did there?...Carrying on. Learning about you or your company is the last thing your readers want to do.

Why? Because they're selfish.

I would compare it to my 4-year old daughter, who I prompt to replace, silence with "Thank You"'s after receiving her favorite treat and instructing her to stop, starting sentences with "I want".

It drives me nuts!

I'm training her to be a well-mannered member of society with a charming personality but she only cares about what she wants first. Her not caring about my life lessons doesn't diminish the value. It's just harder to hear it when you can clearly see --they're salivating at the side of their mouth.

 

That want needs to be handled.

Otherwise, good luck getting across any well-meaning message you want to stick.

Am I saying grown toddlers live among us? Yes, in an indirect way I am but what I'm also saying is leave your agenda off the table (just for a minute), until you give them what they came for.

Then you can prompt the please and thank you's and fulfill more than just their immediate want. This is how you hook readers into your message with little to no effort and get them caring about who the hell YOU are too.

Here's What You Do:

CALM THE TANTRUM 😭

And lead with their immediate pain.When you do this first --it grabs their attention. It suggests, you get where they may currently be and you are the one who could potentially help.

 

ADDRESS THE POUT 😩

(No matter how foolish)

Here's where you take an interest in your reader's concern. You know when you've been talking your head off about the idiot jerk that cut you off this morning and they're like "I bet he interrupted you during your favorite song and it threw you off?" And you're like "YES! It messed up my whole morning."

Just imagine how much reassured you'd feel, knowing they're on your side?

PINKY PROMISE YOUR HAPPY-END-RESULT 😍

Once you've clearly defined the reason behind their tantrums and gotten to the bottom of their pout. It's way easier to convince them of your cherry-flavored cough syrup solution. You've planted the roots for them to start caring about who you are, by showing you care about where they are.

Their desires are met and you can now finally, start talking about yourself (how you help).

Take another glance at your About Us page and decide if it speaks to your reader or at them. Then weave-in my above suggestions into your message to create a hook that will have them begging to work with you.

Pinky promise.