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What We’re Talking About Today
• Getting Inside of Your Customers’ Heads
What We’re Talking About Today
• Getting Inside of Your Customers’ Heads
• Types of About Pages
What We’re Talking About Today
• Getting Inside of Your Customers’ Heads
• Types of About Pages
• What to Include on About...
What We’re Talking About Today
• Getting Inside of Your Customers’ Heads
• Types of About Pages
• What to include on About...
What We’re Talking About Today
• Getting Inside of Your Customers’ Heads
• Types of About Pages
• What to include on About...
What We’re Talking About Today
• Getting Inside of Your Customers’ Heads
• Types of About Pages
• What to include on About...
Who is my customer and what do they want?
• You must figure out what
result your customer wants.
• What are their frustrat...
Your Job
Figure out how to connect with your reader in a way that make them
say,
“Hey Yeah! Me too!
How do you understand ...
Three Questions To Ask for Understanding
1. If you could wave a magic wand and get a specific result in _______
What would...
Three Questions To Ask for Understanding
2. What are your biggest frustrations and what are your biggest
roadblocks toward...
Three Questions To Ask for Understanding
3. What pain are you going through by not having that result?
• What Pain Drove T...
Once we understand, we can craft our
message to meet their need.
• You have to frame your story in
a way the customer iden...
Types of About Pages
Standard About Pages
Standard About Page as
an Infographic
From the Unmistakable Creative
Podcast
Types of About Pages
• Video About Pages
What To Include on an About Page
• Your Story
• How did it happen
• What is your BIG WHY
• What makes you unique
What To Include on an About Page
• Your Story
• Your Picture/Your Team’s Picture
What To Include on an About Page
• Your Story
• Your Picture/Your Team’s Picture
• How you can solve your
customer’s probl...
What To Include on an About Page
• Your Story
• Your Picture/Your Team’s Picture
• How you can solve your
customer’s probl...
What To Include on an About Page
• Your Story
• Your Picture/Your Team’s Picture
• How you can solve your
customer’s probl...
Framing Your Story
5 Ways You
Can Tell
Your
Business
Story
Finding the Magic Bullet Story
and everything changed
when I….
Victim To Victor Story
No One Believed I Could Do it
The engineer looked at his
plans and told him that what
he had drawn was physically
impossib...
The Turnaround
David and Goliath
I was facing a giant and I
came out victorious
The Underdog Story
What Your About Page Should Include
• People like to know with whom
they are dealing
• People buy from People
• You can us...
What Your About Page Should Include
• What problem are you
trying to solve?
• How can you help your
visitors?
What Your About Page Should Include
Your Expertise
and Qualifications
So What! Who Cares. What’s in it for
me?
What Your About
Page Should
Include
• Contact information or a
link to a contact page.
• There must be a way to
continue t...
Mistake 1: Making It Too Much About You
• Others don’t see you
the way you see you.
• Your audience doesn’t
care about you...
Mistake 2: Downplaying Your Accomplishments
• Your expertise and
accomplishments are
not bragging.
• You must establish
yo...
Mistake 3: Misjudging Your Goals and Outcomes
• What do you want to
have happen when your
visitor leaves the page?
• What ...
Author Bio Basics
Research Before You Write
The Best ideas are stolen
Use what others have done as the basis
for your insp...
Author Bio Basics
Remember the Inverted Pyramid
• Put the most important information first
• You will lose readers as you ...
Author Bio Basics
Position Yourself As an Authority
• Tell what you’ve done
• Bio is short for biography. It’s a
story not...
Author Bio Basics
It’s Not About You… but it is
• If you want to attract them, you
have to look attractive to them.
• Attr...
Author Bio Basics
To Be Continued…..
• The end of your BIO should not be
the end of the relationship
• Website
• Email add...
Author Bio Basics
1st Person vs 3rd Person
• First Person
• Me, My, Us and Ours
• Less Formal
• More Personal
• Third Pers...
WordPress Author Bio Plugins
• Five Author Plugins for your
WordPress Site
• Free
• 4 or 5 star rating
• Easy to install a...
Fancier Author Plugin
Feautures
• Show on Posts, Pages or Both
• Author Bio
• Latest Posts
• Different color Schemes
• Soc...
WP Biographia
Features:
• Chooses Where to
display: post, page
post and page
• How much
Biography
• Choose Color
Scheme
• ...
Starbox Author Plugin
Features:
• Multi Author Sites
• Works for Posts, Pages or Both
• Links to social media profiles of
...
What We’re Talking About Today
• Getting Inside of Your Customers’ Heads
• Types of About Pages
• What to include on About...
• Email: shane@platformgiant.com
• Websites: PlatformGiant.com and ShanePurnell.com
• Social
• Facebook: Facebook.com/Plat...
Telling Your Story with WordPress About Pages and Author Bios
Telling Your Story with WordPress About Pages and Author Bios
Telling Your Story with WordPress About Pages and Author Bios
Telling Your Story with WordPress About Pages and Author Bios
Telling Your Story with WordPress About Pages and Author Bios
Telling Your Story with WordPress About Pages and Author Bios
Telling Your Story with WordPress About Pages and Author Bios
Telling Your Story with WordPress About Pages and Author Bios
Telling Your Story with WordPress About Pages and Author Bios
Telling Your Story with WordPress About Pages and Author Bios
Telling Your Story with WordPress About Pages and Author Bios
Telling Your Story with WordPress About Pages and Author Bios
Telling Your Story with WordPress About Pages and Author Bios
Telling Your Story with WordPress About Pages and Author Bios
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Telling Your Story with WordPress About Pages and Author Bios

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Your About page isn’t about your products and services; it’s not even about you. It’s about your customers and how you can solve their problems.

In this session we cover:

About Page Essentials that will make your customers like and trust you.
How to Use Your About Page as a magnet to capture leads you may have missed
The most common mistakes people make with their About Pages and How to Avoid them
The little known secret about Author Bios that most people miss
Making life all easier with WordPress Author Plugins

Published in: Internet
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Telling Your Story with WordPress About Pages and Author Bios

  1. 1. What We’re Talking About Today • Getting Inside of Your Customers’ Heads
  2. 2. What We’re Talking About Today • Getting Inside of Your Customers’ Heads • Types of About Pages
  3. 3. What We’re Talking About Today • Getting Inside of Your Customers’ Heads • Types of About Pages • What to Include on About Pages
  4. 4. What We’re Talking About Today • Getting Inside of Your Customers’ Heads • Types of About Pages • What to include on About Pages • Common mistakes made on About Pages
  5. 5. What We’re Talking About Today • Getting Inside of Your Customers’ Heads • Types of About Pages • What to include on About Pages • Common mistakes made on About Pages • The basics of Author Bios
  6. 6. What We’re Talking About Today • Getting Inside of Your Customers’ Heads • Types of About Pages • What to include on About Pages • Common mistakes made on About Pages • The basics of Author Bios
  7. 7. Who is my customer and what do they want? • You must figure out what result your customer wants. • What are their frustrations and roadblocks • What pain they’re having
  8. 8. Your Job Figure out how to connect with your reader in a way that make them say, “Hey Yeah! Me too! How do you understand me so well?” google.com/+Platformgiant
  9. 9. Three Questions To Ask for Understanding 1. If you could wave a magic wand and get a specific result in _______ What would the result be and what would it mean to you? • What Result Is Your Reader After?
  10. 10. Three Questions To Ask for Understanding 2. What are your biggest frustrations and what are your biggest roadblocks toward achieving your desired result? Where are you stuck? • What Problem Needs To Be Solved?
  11. 11. Three Questions To Ask for Understanding 3. What pain are you going through by not having that result? • What Pain Drove Them to Search for a Solution?
  12. 12. Once we understand, we can craft our message to meet their need. • You have to frame your story in a way the customer identifies with • Which Story Do You Identify With?
  13. 13. Types of About Pages Standard About Pages
  14. 14. Standard About Page as an Infographic From the Unmistakable Creative Podcast
  15. 15. Types of About Pages • Video About Pages
  16. 16. What To Include on an About Page • Your Story • How did it happen • What is your BIG WHY • What makes you unique
  17. 17. What To Include on an About Page • Your Story • Your Picture/Your Team’s Picture
  18. 18. What To Include on an About Page • Your Story • Your Picture/Your Team’s Picture • How you can solve your customer’s problem (what you can do for them)
  19. 19. What To Include on an About Page • Your Story • Your Picture/Your Team’s Picture • How you can solve your customer’s problem (what you can do for them) • Your qualifications / Expertise
  20. 20. What To Include on an About Page • Your Story • Your Picture/Your Team’s Picture • How you can solve your customer’s problem (what you can do for them) • Your qualifications / Expertise • A way to continue the conversation
  21. 21. Framing Your Story 5 Ways You Can Tell Your Business Story
  22. 22. Finding the Magic Bullet Story and everything changed when I….
  23. 23. Victim To Victor Story
  24. 24. No One Believed I Could Do it The engineer looked at his plans and told him that what he had drawn was physically impossible to build Brad and Liz Soden with the Tank Chair
  25. 25. The Turnaround
  26. 26. David and Goliath I was facing a giant and I came out victorious The Underdog Story
  27. 27. What Your About Page Should Include • People like to know with whom they are dealing • People buy from People • You can use a logo but include your people
  28. 28. What Your About Page Should Include • What problem are you trying to solve? • How can you help your visitors?
  29. 29. What Your About Page Should Include Your Expertise and Qualifications So What! Who Cares. What’s in it for me?
  30. 30. What Your About Page Should Include • Contact information or a link to a contact page. • There must be a way to continue the conversation
  31. 31. Mistake 1: Making It Too Much About You • Others don’t see you the way you see you. • Your audience doesn’t care about you; they care about what you can do for them.
  32. 32. Mistake 2: Downplaying Your Accomplishments • Your expertise and accomplishments are not bragging. • You must establish your authority and credibility so your audience will trust your solution
  33. 33. Mistake 3: Misjudging Your Goals and Outcomes • What do you want to have happen when your visitor leaves the page? • What is your call to action? • What have you included on the page to make that happen?
  34. 34. Author Bio Basics Research Before You Write The Best ideas are stolen Use what others have done as the basis for your inspiration
  35. 35. Author Bio Basics Remember the Inverted Pyramid • Put the most important information first • You will lose readers as you go
  36. 36. Author Bio Basics Position Yourself As an Authority • Tell what you’ve done • Bio is short for biography. It’s a story not a resume • Be honest about what you’ve done • It’s OK to be an aspiring authority, just be up front about
  37. 37. Author Bio Basics It’s Not About You… but it is • If you want to attract them, you have to look attractive to them. • Attracting readers is like attracting a date. • Think about what would make your target audience want to learn more about you.
  38. 38. Author Bio Basics To Be Continued….. • The end of your BIO should not be the end of the relationship • Website • Email address • Social media • The must be a means to continue the relationship
  39. 39. Author Bio Basics 1st Person vs 3rd Person • First Person • Me, My, Us and Ours • Less Formal • More Personal • Third Person • He, She, Them and Theirs • More formal Decide what type of relationship you want with your audience then choose the appropriate voice
  40. 40. WordPress Author Bio Plugins • Five Author Plugins for your WordPress Site • Free • 4 or 5 star rating • Easy to install and Manage • Stats as of 6/29/2014
  41. 41. Fancier Author Plugin Feautures • Show on Posts, Pages or Both • Author Bio • Latest Posts • Different color Schemes • Social Media
  42. 42. WP Biographia Features: • Chooses Where to display: post, page post and page • How much Biography • Choose Color Scheme • Social Links • Choose Photo size
  43. 43. Starbox Author Plugin Features: • Multi Author Sites • Works for Posts, Pages or Both • Links to social media profiles of your authors: • Links to all the articles written by that author • Section that displays the latest posts of a certain author Rating
  44. 44. What We’re Talking About Today • Getting Inside of Your Customers’ Heads • Types of About Pages • What to include on About Pages • Common mistakes made on About Pages • The basics of Author Bios
  45. 45. • Email: shane@platformgiant.com • Websites: PlatformGiant.com and ShanePurnell.com • Social • Facebook: Facebook.com/PlatformGiant • Twitter: @PlatformGiant • Google +: +ShanePurnell & +PlatformGiant

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