A successful About Us page is a wonderful thing. This is where you can shout about a rich history or champion your team of people working behind the scenes. But too often this chance for great brand storytelling is neglected as an after thought. If your About Us page isn’t living up to its potential, here are a few pointers to get it jump started.
When working with a copywriter, at some point you will encounter the question – “who is your ideal client?” The question they really need answering is “who are we speaking to with this copy?” Without a clear idea of the reader it is almost impossible to write text that willl attract and convert the right people.
As a freelance writer I take the same approach to creating a customer profile as I do when building a new character for a story. I like to get to know them, walk around in their skin and get a feel for how they think. Here is my step by step guide to getting started.
As business owners we have all heard the term know, like, trust in reference to creating good working relationships with potential and ongoing clients. It’s easy to see where these principles apply in face to face networking, but how can you build on this useful tool with your online and written content?
In the immortal words of Debbie Harry, picture this, a day in December…the 1st of December in fact, and I am at the end of a week long retreat of writing, long walks and endless cafe visits in Whitby. But all is not lost. Before my return I have one last duty to perform – the tasting of four different brands of gin kindly provided by Rebekah at Liquid Indulgence.
Regular readers will know that my knowledge lies more with food than drink, but I am partial to a drop of the old Mother’s Ruin and gin suits my taste buds perfectly. All of the samples described were accompanied by the excellent Fevertree tonic and stored at room temperature before serving. So let us begin…
Catherine admits to struggling with her CSE’s at her secondary school in Blackburn. Her favourite subjects – Home Ec and Environmental Science – got her through the school years and onto a catering course at her local Technical College. From here she built a career as a chef, working with reputable establishments like the Gatwick Hilton. She describes herself as someone who learnt practically rather than academically, a style perfectly suited to the catering industry.
One of the joys of regular networking is the opportunity to meet local food and drink businesses who might not otherwise drop onto my radar. The perfect example of this comes in the energetic and knowledgable form of Alan Terry and Rebekah Hilton at Liquid Indulgence: a Wheldrake based company who trade carefully sourced wine and spirits largely – though not exclusively – in the wholesale sector.
At a recent encounter myself and Rebekah began chatting about our regular blogging practice (check out the Liquid Indulgence blog for regular updates on events and special offers) and how, when I can, I like to drop in the odd product review for independent food businesses. This discussion led to an opportunity to try one of their favourite wine choices in exchange for an honest and open review on the blog. How could I refuse?
Brand is a term that we hear a lot as business owners. Marketing experts regularly tell us how important brand building is. As a writer I focus on the way language impacts your ability to attract paying clients. So in this context, the term brand relates to the perception created through the use of language.
Do you know what your brand stands for and how you make your ideal clients feel? Founder of Intuit and expert marketeer Scott Cook insists that it’s no longer as simple as telling people how they should feel. It is what they are telling each other that matters. In other words – show them what you do and why, and they will tell you – and each other – how that makes them feel. That is where the real truth about your brand lies.
A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.
As a relatively new business owner, ( first birthday last month – yay!) I still earn most of my contracts through face to face networking. It is time consuming and sometimes exhausting – extending my time spent ‘at work’ by at least a couple of hours either side of the day. Costs can range from a Pay As You Feel arrangement to hundreds of pounds a quarter.
It’s easy to adopt the scatter gun approach in the early days. This works for some, many successful business owners attend a number of different networking groups on a regular basis. But with some groups requiring a large joining fee and regular monthly payments this can be an expensive marketing plan. I quickly made the decision to join one group where I could invest my time in attending meetings and getting to know other members. This involved a lot of initial research to make sure that my final decision was the correct one, but once I had identified the right group for me I made a clear commitment. I still accept invitations to visit others as a guest and drop in and out of smaller, social networking groups. But I never let these get in the way of my ‘Alpha’ choice. Attending just one main group means that I can stay focused, build strong working relationships and it doesn’t eat into my time for client work.
So how do you know that you have found the right networking group?
In exactly two weeks I celebrate my 41st birthday. I’ve always had a bit of a thing for birthdays. They act as a perfect excuse for some of my favourite things – like good company, great food and lots of silliness.
My 33rd birthday was a very different affair. Friends gathered at our home and there were lots of thoughtful gifts, kind remarks and hugs that lasted slightly longer than normal. We all smiled, laughed and celebrated but there was a tangible uncertainty hanging in the air – the proverbial elephant in the room.
We never met. I have no idea whether you enjoyed blowing out the candles on your cake or hated birthdays with a passion. You may have been a husband, father, brother or uncle. Perhaps you spent your time walking in the Scottish highlands. Maybe you loved nothing more than a night in front of the telly with a glass of wine. It’s quite odd, sharing a close and unbreakable bond with a total stranger.
I have a lot to thank you for.
Early in my work as a freelance writer I was lucky enough to be introduced to Simon Sinek and his incredible TED talk – How Great Leaders Inspire Action. Everything that Simon advocates looks at the importance of starting from a place of passion – then using the reason why you are in business as a driving factor in building your brand.
the aim is not to do business with everyone who needs the thing you have; but to do business with everyone who believes what you believe.
So do you understand the passion that drives you in your business journey? Are you using this to develop engaging and inspiring narratives in your marketing plan?