If you want to connect with your customer a good ‘our story’ is a must. A creative piece that can entertain, connect and communicate your passion for the product or service you offer. Different from the company profile page of old, the modern day ‘about us’ weaves a thread of a story that builds customer confidence and contributes positively to your brand.
Some points to consider when writing your story….
Find your voice – Your company needs to find its voice and set the tone on the ‘about us’ page. If you are struggling with your voice paint a picture of your business as a person. Give them a tone. Are they serious, compassionate or humerous. Is their an elegance to their speech or are they likely to use colloquism and jargon? Start by painting a picture and then move towards writing the words.
Make it human – Do not use text book speak. Remember you have painted a picture of a person – speak like a person Connect and engage on a human level.
Be friendly and real – This is not the time to put on your best telephone voice. This is your opportunity to connect with your customer in a meaningful way. I cannot count the times our clients receive a sale through their website with customer feedback highlighting a personal anecdote as catching their attention.
Avoid industry lingo – Speak to your customer in a language that they understand. Keep it simple and clear.
Use a conversational tone – Listen to yourself when you talk about your business. Animated? Passionate? Transfer this to your words in a conversational way. As if you are speaking face to face. Transmit that enthusiasm for what you do.
Tell a story – Be truthful but entertaining. Treat your audience to a damn good yarn. Structure the beginning, middle and end so that your Business unfolds in an appealing way.
Be creative and allow some flow…..Your customers will love you for it.