25/09/2020
๐๐ผ๐ ๐๐ผ ๐๐ฟ๐ถ๐๐ฒ ๐๐ฒ๐
๐ ๐ผ๐ป ๐๐ต๐ฒ "๐๐ฏ๐ผ๐๐ ๐จ๐" ๐ฝ๐ฎ๐ด๐ฒ ๐๐ผ ๐ฏ๐ฒ ๐บ๐ฒ๐ฎ๐ป๐ถ๐ป๐ด๐ณ๐๐น: ๐ฎ ๐๐๐ฒ๐ฝ-๐ฏ๐-๐๐๐ฒ๐ฝ ๐ด๐๐ถ๐ฑ๐ฒ
๐ช๐ต๐ผ ๐๐ต๐ผ๐๐น๐ฑ ๐๐ผ๐ ๐๐ฟ๐ถ๐๐ฒ ๐ฎ๐ฏ๐ผ๐๐ ๐ถ๐ป ๐๐ต๐ฒ "๐๐ฏ๐ผ๐๐ ๐จ๐" ๐๐ฒ๐ฐ๐๐ถ๐ผ๐ป?
Let's add some cognitive dissonance and schizophrenia. The About Us page shouldn't be about your company. Do not look for contradictions here and do not rush to call the orderlies. It's simple: first of all, the page "About Us" should talk about the client and his interests, and secondly, about your business.
Remember the English saying about gentlemen? This is the name for people who never use the word "gentleman". Keep this in mind: About Us is a story about a client's needs, not about your childhood and adolescence.
But how do you know what the client needs? We have come to an important topic. But first things first.
What is positioning?
Do you want a step-by-step algorithm for creating the text "About Us"? Nope, that would be too easy. But seriously, it doesn't work that way. First you need to understand the positioning, and the number of paragraphs and the logic of the plot development are already details.
Positioning is something like the character of a brand, its atmosphere, associated emotions and presentation characteristics. The way you want to appear to the consumer. This is a thing closely related to self-presentation and, as a consequence, to the text "About us". Of course, you don't have to bother and order audience analysis, writing texts and promoting on the Internet from professionals. But the budget is not always enough, and you can write a small and good text yourself.
So where do you start?
๐จ๐ป๐ฑ๐ฒ๐ฟ๐๐๐ฎ๐ป๐ฑ ๐๐ต๐ฒ ๐จ๐ฆ๐ฃ
๐จ๐ฆ๐ฃ is a unique selling proposition. The main mistake of a young business is to think that quality, speed and low price can be promised. Like, the more the better. And on top, play with fonts and glue feathers and rhinestones. People are well aware that you cannot be perfect from all sides. But they willingly believe that you can lead in something in particular.
How are you different from your competitors? Maybe you have the fastest delivery? The lowest price? Related products for free? A smart system of discounts? Is the product guaranteed for 10 years?
If you don't know where to look for USP, compare prices, think how wide the range of your services is, or remember some personal chips. You are probably the coolest in some ways.
๐ ๐ฎ๐ธ๐ฒ ๐๐ต๐ฒ ๐จ๐ฆ๐ฃ ๐๐ต๐ผ๐ฟ๐ ๐ฎ๐ป๐ฑ ๐ฐ๐น๐ฒ๐ฎ๐ฟ. Write it down. We will return to it.
๐๐ป๐ฎ๐น๐๐๐ฒ ๐๐ผ๐๐ฟ ๐ฐ๐ผ๐บ๐ฝ๐ฒ๐๐ถ๐๐ผ๐ฟ๐
Peeping at the pages of competitors is a sacred thing. You should not just go out beautifully under the spotlight, but clearly see your rivals and objectively assess their pros and cons (and your own, of course).
๐๐ฟ๐ฎ๐ ๐ฎ ๐ฝ๐ผ๐ฟ๐๐ฟ๐ฎ๐ถ๐ ๐ผ๐ณ ๐๐ต๐ฒ ๐ฐ๐ผ๐ป๐๐๐บ๐ฒ๐ฟ
Not even that. You don't need a portrait, but portraits.
Who is your potential client? What can it be?
This is how marketing works: you have to be able to transform into your consumer and evaluate how this or that feature looks from his point of view.
You can rely on your own ideas: for example, decide that tired young mothers or entrepreneurs with small and medium-sized businesses buy your product. However, in this case, there is a risk of missing interesting and important details about the client.
Ideal is to combine creativity and analytics. Dig deeper into the metrics: How old are the people visiting you? What gender? What are they interested in? Collect the data into one file and look carefully, highlighting at least three main segments.
Understood? Now write briefly about everyone's needs. What are they looking for on your website?
Now we have a USP and some kind of information about the client. What's next?
Choose a communication style
What is your communication style with the client? Do you emphasize humor? Do you use a lot of complex terms and references to contemporary art? Or do you want to be a solid and serious, trustworthy guy?
There can be a variety of variations, there is no universal style of communication. Look again at the portraits of the target audience and decide how you will communicate with these guys. This is your choice.
๐๐บ๐ฝ๐ผ๐ฟ๐๐ฎ๐ป๐ ๐ฝ๐ผ๐ถ๐ป๐๐:
The style should be consistent across all publications. If in the text "About us" you talk about what fluffy hares you are and talk to the reader in a friendly tone, it will be very strange if you start playing solid and write "You" with a capital letter in another section of the site.
Don't forget about expertise. Even if you choose provocation and black humor, do not forget that your goal is leads. And in order for a visitor to turn into a lead and go to make a deal, it is necessary that he not only laughs, but also hooks on a cool case or a convincing figure.
๐๐น๐ด๐ผ๐ฟ๐ถ๐๐ต๐บ ๐ณ๐ผ๐ฟ ๐๐ฟ๐ถ๐๐ถ๐ป๐ด ๐๐ฒ๐
๐: ๐๐ต๐ฎ๐ ๐๐ผ ๐น๐ผ๐ผ๐ธ ๐ณ๐ผ๐ฟ?
The About Us section, as mentioned above, shows the client that you understand his needs and can satisfy them.
How can this be achieved? Below is a list of the main tasks that need to be solved when composing the text.
Show the client that you understand their needs
Once in the section "About the company", the visitor should see that you know how to solve his problems. Try the following ๐๐ฟ๐ถ๐ฐ๐ธ๐:
๐๐ถ๐ฎ๐น๐ผ๐ด๐๐ฒ ๐๐ถ๐๐ต ๐๐ต๐ฒ ๐ฐ๐น๐ถ๐ฒ๐ป๐. Address the visitor, welcome him to the site. Ask questions, discuss the most common answers. Create a creatively crafted FAQ format that doesn't look boring. It is not necessary to collect absolutely everything - bring the most burning questions to the fore. Collect user insights: what does your audience want and what are they afraid of? Break your fears: The fearless visitor is almost a complete lead.
๐ฆ๐๐ผ๐ฟ๐๐๐ฒ๐น๐น๐ถ๐ป๐ด. Demonstrate an understanding of the client's needs. For example, tell a story. Once upon a time you did not have a stool. You made it yourself and realized that you can improve people's lives. Since then, you have been making cool stools. But there is an important point: the story should not look stretched or fictitious. People feel false. Tell a story in plain language that you would believe yourself. Bad storytelling is not good - if you are failing sincerely, you better give up this format altogether, it is not universal.
๐๐ฒ๐ป๐ฒ๐ณ๐ถ๐ ๐ฎ๐ฝ๐ฝ๐ฒ๐ฎ๐น. Why should a customer buy your product? Maybe every purchase comes with a nice gift? Or do you have the lowest price in your niche? Or is the product so high-quality that it will last 40 years and will pay for itself in a month? You know your product best. Tell us why it deserves to be bought.
๐ฆ๐ผ๐น๐๐ฒ ๐๐ต๐ฒ ๐ฐ๐๐๐๐ผ๐บ๐ฒ๐ฟ'๐ ๐ฝ๐ฟ๐ผ๐ฏ๐น๐ฒ๐บ
You shouldn't offer discounts every day, it can cause rejection. An action timed to coincide with an event does not bother anyone. The discount accumulated after several purchases, too. But when you offer everyone a promo code that cuts 50% of the price, the question arises why you just didn't cut it in half.
๐๐ผ๐ป๐ณ๐ถ๐ฟ๐บ ๐๐ผ๐๐ฟ ๐ฐ๐ผ๐บ๐ฝ๐ฒ๐๐ฒ๐ป๐ฐ๐ฒ
How to do it? Here are some ideas:
- Appeal to authority.
- Statistics
- Feedback
- Diploma
- Certificate
- Case
๐ฃ๐ฟ๐ผ๐๐ฒ ๐๐ต๐ฎ๐ ๐๐ผ๐ ๐ฎ๐ฟ๐ฒ ๐ป๐ผ๐ ๐ฎ ๐ฟ๐ผ๐ฏ๐ผ๐
Let your clients know that they will work with real people, and not with faceless managers who differ from each other by serial numbers.
โ The "About Us" page is important, but only if you have a good design, otherwise the client will not pay attention to your key advantages
With love for you and your business,
Your Design Doctor
Aleksei Korzin
www.designdoctor.online
โโ
