How blogging can boost your business: Fiona Robertson Graphics case study

So you already know that there are a ton of reasons to start a business blog.
But where should you begin? How do you fit blogging into an already manic schedule? Can you really make sales from your business blog? And how the hell do you cope with writer’s block?
Panic not, Fiona from Fiona Robertson Graphics, who has been blogging for 10 years (!) has ever-so-kindly agreed to talk about how she earned the (unofficial) title of blogging superstar.

Well, she needs a break from blogging now and then.

Not that fiona set out to become a blogging superstar. In fact, she didn’t really have much of a plan at all:

‘To be honest I was just jumping on the bandwagon. It was 2009 and I kept reading how blogging was so good for your business that I just thought, ‘hey, I’ll give that a go’.

It was all very haphazard. I hadn’t planned what to write about, how often to write, or how I could make it lead to sales. Not at all the way I recommend people do it now! When I started my second website, I made sure to plan out the blog. That’s had a much more strategic start than my first attempt.’

Wait a minute…a second website?
Yup, as well as running her visual branding business, Fiona has a second business venture, Fox and Finch, where she sells adorable handmade illustrated cards and gifts.
So with two businesses to run, how in the world does she fit blogging into her busy work week?

‘I actually write it into my schedule. Google Calendar and Asana basically run my life for me — if it ain’t in the calendar, it ain’t happening. So I have a regular spot in my week reserved for working on my blog and an editorial calendar in Asana that lets me plan out what to write and when.’

And when things get really hectic?

‘Sometimes I do have to bump it from my schedule. If things get too busy in other areas, blogging is usually one of the first things to go. I used to feel really guilty about missing a session, but I’d feel worse about missing a client deadline because my calendar told me I should be writing a blog post instead, so these days I’m a bit kinder to myself. As long as I stick to the schedule most weeks, I’m good with that.’

Of course, when things get really manic, Fiona knows that outsourcing can be a good option:

‘I love spending time on my blog, but running two businesses by myself I have so many other things needing my attention, so something has to give. I can be a control freak, so outsourcing design or finance stuff just stresses me out. But blog posts are one of the things that I didn’t fret too much about outsourcing. You’d already worked on other parts of my website and I knew that I was in safe hands. I could trust you to write quality posts that would fit the style and tone of my blog.’

Aw shucks, thanks Fi (I owe you some chocolate cake for that one 😉)

One of the things most people struggle with is coming up with new content ideas — after 10 years of consistent blogging, you’d think that she’d be on first name terms with writer’s block by now…

‘It has been a recurring problem over the years. Now I keep a big list of post ideas so that I never need to be stuck for something to write about. I add to the list of ideas regularly. And actually, that brainstorming session we had a while back [Fiona kindly helped me road test My Business Blogging Boot Camp]  is still giving me post ideas. I haven’t used up all the ideas you came up with yet, and I’ve been able to riff off of them and generate even more topics than those we came up with during the session.

Sometimes the block is more that I just don’t feel like writing, but that’s ok. I’ll check my list to see if there’s a quick-win type of post idea — like a quick tip that will take me less than a half hour to put together. But if nothing grabs me I just let myself be blocked. I’ll go do something else and maybe another day I’ll be in a better frame of mind to write.’

So with the stress of running two businesses, scheduling in writing time and dealing with writer’s block, Fi could certainly be forgiven for packing it all in — or taking a lengthy break.
So what keeps her going?

‘The first time I had a post shared by someone I really admired I think I actually squeaked with excitement! Then finding out that my blog had been mentioned in a post by FreeAgent was a real happy dance moment; having a big company like that mention little old me felt like I had really ‘made it’ and that it was worth sticking with blogging :D’

Ooooh yes. You can’t beat a good backlink for blog promotion. And I’m guessing the additional sales don’t hurt motivation either?

‘Yep. The beauty of things like Google Analytics and Facebook Insights is that you can track this stuff — perfect for geeks like me. I’ve had sales of my eBook that I can see resulted from me sharing the blog post about it on social media. Then I’ve had several people book services with me who’ve read my blog and then got in touch. I make sure to regularly promote my posts, both new ones and old ones, so that they keep sending people to my site — you never know if the person reading it will turn out to be a potential client.

So extra sales is always a bonus, but there’s a much sweeter reason that helps her push through those ‘can’t be arsed’ moments: She really does love her readers.
Fiona Robertson graphics: business blogging case study

Feeling the love!
Photo by Steve Halama on Unsplash

‘When I share my posts on social media I get lovely comments from people who say the content is useful. I send new posts out to my email list and I regularly get people replying to the emails with positive feedback, saying that it’s helped them in some way, or perhaps asking for a little more detail on some of the points raised in the post.

If I was just blasting posts out and getting crickets, I might have given up, but knowing that I’m helping people – and that they take the time to let me know about it – makes it all worthwhile.’

Blogging has now become such an integral part of her overall business strategy that Fiona can’t imagine what her business would have looked like without it.

‘Yeah, I think it would be quite different. For one thing, I wouldn’t have an eBook and my Pick My Brain and 1-1 WordPress training sessions probably wouldn’t be there. Those have all come from writing and sharing blog posts.

I’d probably have fewer web design clients in general, as sharing WordPress tips on my blog definitely helps me gain those. I can think of a number of awesome clients I would have missed out on because of that!

And my whole marketing strategy would be different. Blogging is a big part of that, as it’s much less scary to put yourself out there by sharing a post you’ve written than by going out and saying ‘hey, I’m a great designer, wanna hire me?’ – let’s face it, that doesn’t sound like fun at all!’

So what’s her take on the ‘blogging is dead’ war cry? Is she even a teensy bit tempted to jump ship and try her hand at video or podcasting?

‘I’ve been doing this a long time and regularly people come out with the whole ‘blogging is dead’ thing. I’ve been hearing it since shortly after I started blogging yet blogs are still popular!

Things have changed though; so many people are blogging now that you’re basically shouting into the wind. If you want people to take notice you have to be properly useful and compelling.

Some of the blogs I love to read don’t have anything to do with design or freelancing, yet I keep tuning in because the content is so damn good. So I guess the thing is just to work at being better than you are now, then work on being better still, and keep going like that.

I have thought about doing podcasting and video. I’d probably choose video, as that would be useful for the tutorial posts rather than just having static screenshots. It would be as well as blogging though. I’m not particularly at home in front of a camera or microphone, and I’m way more articulate in writing than when I speak – just ask anyone who’s had to put up with my umming and ahhing through a phone call, or talking super fast because of a combination of nerves and caffeine! Plus people learn in different ways, so adding short videos in addition to the written posts would let people consume the content in the way they prefer.’

Fiona’s best tip for creating a winning post? It has to be useful.

My most viewed post is Chasing Unpaid Invoices. It’s really old (2012) but it still gets a regular flow of traffic. It’s a fairly short, straightforward post with tips for getting paid plus a couple of copy-and-paste email scripts people can borrow.

SEO-wise it’s probably not that great given its age (I really must update it soon!) but I guess it’s just something that a lot of people are searching for. It’s sad that so many people need it, but I’m glad that it’s useful. Its success has been helped too by the fact that FreeAgent (who I mention in the post) link to it in one of their own blog posts – thanks FreeAgent!

Thanks so much to Fiona for sharing her blogging journey. If you’re feeling inspired to launch a blog on your own website (or breathe new life into a blog you’ve abandoned) Fiona as a few more tips for you before you skip off to find your notebook and pen!

‘There’s no getting away from it, blogging is hard work.

I won’t sugar coat it and if someone hates having a blog then should they really be doing it? But having said that, if they’re just in a funk, that’s totally fixable. I’d recommend trying to figure out why they feel bad about their blog – are they struggling to find time because they’re trying to post three times a week? Cut back to once a month and put less pressure on themselves.

If they don’t know what to write about, they should totally book a brainstorming session with you, Clare! Or if they’re not confident in their writing skills, then practice, practice, practice – my posts used to be rubbish but the more I wrote the better I got – or try another medium, like podcasting. And if a lack of traffic is the problem, then they need to look for ways to promote their existing content rather than focusing on creating more new content.

Also, remember that it takes time to get traction. Can you name anyone who was an overnight blogging success? I sure can’t. But keep plugging away, concentrate on being useful and creating the best content you can and after a while, you should see a difference.’

Cheers, Fiona! Choccy cake headed your way.

Photo by Toa Heftiba on Unsplash

Is it ever okay to talk politics in your content marketing?

 

Trump: he’s gonna make America great again or he’s a giant walking Wotsit who’s going to destroy the world in a temper tantrum.

Brexit: hurrah for the Great British empire…or the economy is going to collapse and we’ll all be living off tinned ham and powdered milk by April.

Is it ever okay to talk politcis in your content marketing

This dude hasnae made his mind up yet…
Photo by Kyle Ryan on Unsplash

I’m yet to meet anyone who’s on the fence about either political issue — indeed international politics has never felt so divisive and I’m seeing more and more evidence on social media of businesses laying out their political leanings for all to see.

So my current pondering is: are they wise to do so?

Does politics have any place in your marketing?

It was one of my regular agency clients that set me off on this train of thought. A business consultant based in the US, he has very firm views on the Trump administration and gosh darn it, he’s not afraid to share them! He was determined to call out the president for his narcissism and admonish other political leaders for failing in their duty to stand up to what is (in his view) some truly awful behaviour from the White House.

Inflammatory stuff. And he wanted it wrapped up neatly in a blog post…

As a writer, I was thrilled — what creative wouldn’t want to have fun with such a straight-shooting client and a controversial topic?

As a marketer, however, I had to pause. Because if you’re planning to broach any potentially controversial issue in your marketing, there are a few things that you have to consider first:

Your brand.

What does your company stand for? What are the values that drive you? Does politically-charged content tie in with your brand or does it completely jar?

If your company specialises in renewable energy or doing business in a more eco-friendly way, then talking about political policies relating to climate change and the environment makes complete sense.

Likewise, if you’re heading up the marketing department of a social enterprise that deals with people living in poverty, why wouldn’t you pass comment on the latest government austerity measures?

Is it ever okay to talk politics in your content marketing

Photo by Brian Wertheim on Unsplash

Your audience.

The customer avatar of the client I mentioned earlier? Well, it’s safe to say that they’re not of the wall-building persuasion. In fact, he’s looking to attract the type of customer who’s going to love his anti-Trump rant – the kind of person who’ll find themselves nodding along with what he says and who’ll share his post because it ties in with their own self-image.

And that’s one of the most important things to consider when you’re creating any kind of marketing content, politically-themed or otherwise:

Who are you writing for?

Think about your current clients: what do they think about the issues? Are you likely to alienate them with your views? Can you afford to alienate them?

Think about potential clients: what does this audience want to know, what do they want to hear and what are they likely to share with their own followers?

When it comes to sharing things on social media people tend to share things that make them look good, whether they want to be seen as cooler, smarter, funnier or whatever. Essentially, people share things that help support their self-image. So the person whose self-image centres on their liberal values, on taking a stand for the things they believe in, on speaking up for minority groups, will be queuing up to share content that feeds that image.

So before you start writing any type of content, be really clear on who you’re writing for. How do they see themselves? And what kind of content will support that self-image?

Because that’s what they want to read, and that’s what they’ll share.

 

Your motivation.

Is it ever okay to talk politics in your content marketing

Grab the popcorn, someone’s talking politics…
Photo by saskia fairfull on Unsplash

Why are you considering getting political with your content?

If you’re getting political purely to court controversy, it’s probably not a great idea. If you’re heading down the path to click bait, stop right there! And if your political affiliations are dictated by trends rather than your own values, you’re heading for trouble — we’ve all become far too good at spotting BS.

In my client’s case, the rant against the US administration was only a small part of the article — it was a timely and relevant springboard for a wider topic that fits in perfectly with his content marketing strategy. And as is the rule with any form of content, it still provides his readers with tangible advice, relevant to them.

If you’re planning a potentially controversial piece, make sure you can say the same.

Beware the echo chamber.

Is it every okay to talk politics in your content marketing

Beware the echo chamber…
Photo by rawpixel on Unsplash

If you’ve read the first three points and you reckon you’re safe enough to go ahead and share your politics with your audience, there’s just one more thing I want you to consider before you start creating:

The power of the echo chamber.

When I took to Facebook with my musings on my Trumpian blog post and whether it was cool to get so political in marketing, there was one comment I found really interesting:

“Probably a safe bet…yet to find an actual pro-Trump person in real life…but they must exist?”

Well, yeah, they certainly do exist. And there are probably many more of them than we realise.

We spend so much time with our friends (who likely share many of our political views), reading our heavily filtered social media feeds and relying on the news outlets that most closely align with our beliefs that it’s easy to forget that we’re not all on the same page politically. There are plenty of folks out there with opposing views; people who may decide not to do business with us, people who might call us out and openly challenge us.

Our echo chambers give us a false sense of security when talking about politics.

So when you’re creating any type of controversial content, be aware that you’re probably wrapped up quite warmly in your cosy little echo chamber (I know I am!), and that by putting that content out there, you’re stepping into the fray.

You’d better be up to the challenge!

I’d love to know what you think? Are you happy to wear your political heart on your content marketing sleeve or do you keep business and politics strictly separate?

If you need someone to help you out with your own content marketing strategy and write those ( blog posts for you, give me a shout. I live for this stuff!

 

 

 

 

 

How to market your business when you’re broke.

Marketing tips for when your piggy bank is empty.

 

You don’t need me to tell you that marketing your fledgling business isn’t optional. No visibility, no customers, no business. No good!

However, business start up costs can be pretty intimidating and the likelihood is that, for the first few years, if not longer, you simply won’t have much of a marketing budget to play with.

Luckily there are hundreds (if not thousands) of low-cost or free marketing strategies you can play around with to get things up and running.

Now, I don’t know about you, but I’ve got a to-do list the length of my arm to get through today. Rather than bombard you with ideas, I’m going to highlight the key strategies I’m focusing on at the moment:

1.Networking — in person and online

2.Using your existing contacts (you have more of them than you realise)

3.Cold emailing (how to do it without annoying people)

4.Creating valuable content

 

1.Networking

If you do nothing else to market your business, make sure you spend as much time as you can networking. Whether in person or online, this is, without a doubt, THE most effective low-cost marketing tool around.

In person

There are some amazingly effective networking groups out there that charge an arm and a leg just for joining — and that’s before you’ve shelled out for your train ticket, the event ticket and the cost of the coffee/wine/valium you’ll need to purchase to get yourself through the event.

If we look at this from the point of view of your ROI (and this IS how we need to view these things), say you pay £500 for membership, depending on what type of business you’re running, you may only need to score one or two clients, at most, to make your money back. Add to that the fact that you’re likely (hopefully) to get repeat business, word-of-mouth advertising and referrals from said clients, it probably is a worthwhile investment.

However, I’m writing this post specifically for those of you who simply don’t have £500 to spare right now.

I have to tell you — don’t panic!

Assuming you don’t live out in the sticks, there are loads of networking events out there that don’t cost a penny. And some of them are downright awesome.

As soon as you’ve finished reading this, start googling. In fact, go and have a look right now and don’t come back until you’ve registered for at least one event. It’s cool, I’ll wait…

Right, is that you sorted?

While you were doing that, I searched for “networking groups Glasgow” and this was the first result Google hit me with: https://www.eventbrite.co.uk/d/scotland–glasgow/networking/

Once I’ve sorted by date, I can scroll through and see which free events I can fit into my schedule. There are a good few to choose from and I know it’s just a matter of trial and error until I find the events that suit me.

Some will be great for meeting potential clients. Some will be more useful for meeting potential collaborators. Some will provide useful tips for how to improve how I run my business. None will be a waste of time and literally all I need to pay for is my bus fare into the city.

Online

social media marketing

I’m a massive fan of networking in person, however, as an introvert and a busy mum, networking that can be done from my own living room (or from the café of a soft play centre) is worth its weight in gold.

It goes without saying that you should constantly be working on your own social media accounts, building relationships and posting useful content, but don’t neglect  the possibilities of online forums and groups.

To use Facebook as an example, there are a million and one different groups for entrepreneurs. Some are specifically for mumpreneurs (sorry, I know, I’m not a fan of the term either!), some directed at women business owners, some are aimed at specific industries or specific countries or regions.

Before you get lost down the rabbit hole, it’s best to come up with a strategy.

Realistically, it’s better to join one or two relevant groups and take the time to use them properly rather than joining every group you come across and then not having the time to actually contribute to them all. Begin by building up relationships, offering advice and providing value. Keep an eye out for people looking for the skills or products you offer and don’t be afraid to pitch your business if there is a job posting.

2.Use your contacts

Don’t be so busy trying to find new contacts that you forget about the useful contacts you already have. I can almost guarantee that you know someone who needs your skills right now.

It may be your neighbour’s sister’s dental hygienist but until you put yourself out there you’ll never know.

So make sure that when you’re updating your business Facebook status, you update your personal status too. Tell your friends and family that you’re available for work. Assuming they like you and want to throw you a bone, they’ll share your status and help you spread the word.

And don’t forget to take your business cards everywhere you go. You never know who you’ll end up speaking to at your pal’s birthday party.

3.Cold emailing

I’m the first to admit that this one fills me with dread. I can feel the sweat forming on my brow at the very thought of it but do you know what? I have heard so many small business owners swear by this that I’ve decided to give it a whirl.

Now, it’s early days for me but as far as I can make out, the key to this is not to be annoying; don’t be “salesy” and don’t try to be too clever.

Rather than plodding my way through an A-Z of business listings to find potential clients, I’m having a good think about the types of businesses I really want to work with. For example, there’s a kick-ass pizzeria not too far away that I absolutely adore. I reckon I’d be a great fit for their business, I’m a huge advocate of their product and I KNOW I could help them kill it with their marketing copy. So naturally, they’re on my list.

When it comes to actually drafting your cold emails it’s best to stick with honesty every time. Tell them why you’re contacting them — what do you think you’d be able  to help them with, why are you attracted to that business, how can you help them thrive?

Be brief, be polite and, as with all marketing copy, highlight the benefits you’re providing, rather than focusing on your business.

More on cold emailing here

Obviously emailing is free but if you wanted to push the boat out you could try sending real, actual, I can hold it in my hand, letters. Stamps aren’t as cheap as they used to be but if you really want to keep the cost down you could target local businesses and hand-deliver your letters.

Assuming you find the right businesses to contact and your sales copy is shit hot, you might find that there is more chance of your business card (don’t forget to pop one in the envelope) being filed away for future reference than an email being kept and actually found when needed.

 

4.Creating content

creating content for small businesses

Do you have a blog yet? No? Why the hell not?

Given that many of my clients hire me as a blog writer, you’d be right in saying that I’m an itty bit biased when it comes to this free marketing strategy. However, if business blogging didn’t offer a decent ROI then I wouldn’t still be in business.

Want to know more about the benefits of having a blog?

It’s vital that you come up with a strategy before you start throwing content around and hoping that some of it sticks.

The most important thing to remember is that you’re not writing for yourself, you’re writing for your audience.

Sit down and think about your audience. Who do you want to read your content? Potential customers presumably? Now, rather than think about how you can sell to them, think about how you can help them. What do they want to know? What will help them improve their businesses or their lives?

Delivering quality content in this way shows your potential customers that you know your stuff. You’ll be building up trust and relationships. So when the time is right for them to put in an order, they’ll have confidence in you and will know your product is the right option for them. It’s a win win.

Just don’t go to the trouble of writing a blog and then forgetting to promote it! As soon as you hit publish, get your content out there. Stick it on Facebook, tweet about it, print it out and stick it to every lamppost in your neighbourhood. Okay, maybe not that last one…

(Writing a blog is free but it does take time, so if you feel like it’s something you want to try but you worry you don’t have the time to do it justice or you’re not too fond of writing — I gather not everyone relishes the challenge of a blank screen the way I do — then give me a shout with what you need and I’ll check my availability.)

Which will you try first?

As I mentioned earlier there are thousands of cheap or even free marketing tactics you can try to help grow your business. I’ve focused on these today because these are the ones that have either worked well for me or that I feel compelled to try after many hours of research on the subject.

If you’ve found any others that are working particularly well for you, I’d love to hear about them in the comments!

 

 

How to simplify your marketing copy volume 2

There’s a red pen in here somewhere…

 

 

Hopefully after last week’s post, you’ve had a look through your writing and taken a big, red pen to any superfluous words.

This time, I’m not highlighting errors as such, but easy ways to simplify the language you use in your marketing copy.

Many of us have a tendency to make everything  more long winded than it needs to be – I confess I’ve fallen into that trap myself many times in the past!

We think it makes us sound more intelligent, or our writing more impressive. It doesn’t. If anything, it can make us sound pretentious and it lessens the impact of the message we’re trying to convey. And that’s when our readers (or rather, our customers) switch off.

Here’s an example of what I’m talking about.

‘Investigators arrived at the conclusion…’ instead of ‘Investigators concluded…’

Option 1 adds to your word count and makes you sound more wordy, more intelligent, right?

Wrong.

Your high school English teacher didn’t fall for that tactic and your customers won’t either.

Here are a few examples of how to keep things simple for greater impact.

‘at the present time’ replace with ‘now’

‘a large percentage of‘ replace with ‘many

‘by virtue of the fact that‘ replace with ‘because’

‘in spite of the fact that’ replace with ‘despite’

owing to the fact that’ replace with ‘because’

‘in the event that’ replace with ‘if’

‘prior to’ replace with ‘before’

You get the idea.

Always remember, if the word doesn’t add anything to the meaning of your sentence, give it the chop.

And if you don’t have the time to do it yourself, or you just don’t know where to start, give me a shout. I live for this stuff!

 

How to simplify your marketing copy volume 1

I wonder sometimes if my clients are taken aback when they receive their first draft of concise copy.  When you’re paying for something, you want as much for your money as you can get, right?

Not necessarily.

When it comes to copy, less really is more. Regular readers will have sussed that this is my golden rule.

In the interest of keeping things brief, I’d like to share this quick tip.

Checking for superfluous words is almost as important as your spelling and grammar checks.

Many of you probably don’t even notice these redundant and annoying little words creeping their way across articles, web copy and brochures but trust me,  they are there. And they need to be dealt with! They add unnecessary bulk to otherwise snappy and elegant prose and I have to admit, they always make me picture the writer as a bored undergrad. Anyone else remember being stuck at your desk,  unable to go to the pub until you’d reached the minimum word count on your essay?

Well, we’re not students any more, and the aim of the game is to get your message across in as few words as possible!

So what kind of thing am I talking about?

Here are some offenders I’ve noticed recently.

‘At the moment we are currently trying to tackle the problem

I nearly drove into a ditch the other day when I heard someone on the radio utter this. BBC Radio 2 no less!

What’s the problem? ‘Currently’ means ‘at the moment’ – there is simply no need for both of these expressions. To be all technical about it, it just sounds daft.

‘They returned back to the restaurant’.

This was spotted on a kiddie activity book at Pizza Hut.  ‘To return’ means ‘to go back’ – the ‘back’ here is redundant. It needs to go!

‘The companies merged together’

This one’s obvious right? ‘To merge’ is to come ‘together’, once again we have a word that adds nothing to the meaning or style of the sentence other than length and as we know, brevity is the Holy Grail here.

So when you’re finalising any piece of marketing driven writing, liberate the pruning shears and get to work. You’ll be pleasantly surprised at how smooth your prose can become if you do some swift dead-heading before you hit publish.

For more pruning tips, keep an eye out for vol 2.

Three things to include in your about me page…and one you should definitely avoid.

 

The question of how to write a great about me page or bio for your small business is one that constantly crops up in entrepreneurial discussion groups. So many small business owners freeze when it comes to tackling this particular piece of copy.

In my last post I concentrated on what not to do when writing your bio so now I’d like to leave you with 3 things to include and one that (in my opinion anyway), you should definitely avoid.

1. A photo

There are a few reasons that you should really include a photo on your about me page. We really are such visual creatures so use that to your advantage.

Imagine you’ve done the rounds at a trade show or a networking event. The people you’ve worked hard to connect with have likely connected with dozens of other business owners. There comes a point when it just becomes a blur. Later, when they get home with a pile of business cards to work their way through, they’ll hopefully click onto your website. When they do, make sure they know that it’s yours! Seeing your picture will remind them of “that really friendly guy who sells product x” or “that funny girl who does a good deal on web design”. Assuming you’ve made a good impression, they’re all the more likely to follow up with you.

Have you ever heard the old sales adage “People buy people”? It’s spectacularly cheesy but there’s a reason you’ll hear it mentioned at every sales training course you’ll ever encounter: it’s true. Let your customers see the person or people behind the brand. They’ll feel more confident in contacting you when they can visualise who they’ll be dealing with and they’ll be more willing to recommend you too.

Now, I realise this sounds a bit rich coming from me, given that I don’t actually have a photo on my own about me page as yet, but I promise it’s not too far down my to-do list. As soon as I find the time to get myself a haircut, I’ll be right on it!

2.Your USP

This sounds so simple but you’d be amazed at how many people get this bit wrong: have you included your USP?

Have you won any awards? Do you have more professional qualifications than the average Joe in your industry? Do you have any celebrity clients? Whatever you have or do that makes you special, that’ll make you stand head and shoulders above your competition, make sure you have included it in your about me page somewhere. Maybe your customer service goes above and beyond and you have client testimonials to prove it? So use it. That stuff is gold dust!

3.A call to action

Your web content should guide the reader at every step along the way and your about me page is no exception. You’ve dazzled them with your natural beauty and professional but friendly smile and you’ve told them all about that industry award you won last year. They like what they see so don’t give up now: tell them what they have to do next. Do you have a contact form you want them to fill in, an email address to write to, a number to call? Make sure it’s there and they can’t miss it.

If you’re writing a bio for a conference programme, magazine or any other type of print marketing, this rule is doubly important. Be sure to include follow up information for anyone reading about your business. They need to know your website URL, your twitter handle, your shop address, if you currently have any special offers. Give them a reason and way to get in touch with you and make it easy for them to do so.

Those are just a few things you should include. As promised, I’m also including one thing that for me is a big no-no when writing bios for small businesses.

I’ll preface this by saying that it possibly falls into the category of pet peeve rather than hard and fast copywriting rule but it just sets my teeth on edge.

If you are a sole trader, use I not we in your writing. You’ll see from my own about me page that I do use we but that is reserved for when I’m talking about copywriters and editors in general. When it comes to talking specifically about Crossan Language Services, I revert to writing in the first person.

As a sole trader I see no need to insinuate that I am anything other than a one (wo)man band. There is absolutely nothing wrong with being a sole trader, in fact many people prefer working with freelancers. After all, there’s none of the getting passed from pillar to post that can happen when dealing with bigger companies, our rates are often more reasonable due to lower overheads and you know that if you need to talk to the big boss, you can, because there’s no one else to talk to!

Seeing sole traders write we in their about page as if there are 4 employees squeezed into Jane’s spare room just perplexes me. It feels dishonest and as I’ve hopefully just made clear, there’s really no need for it.

Sole traders, stand up and be proud of what you are; you’re going solo and smashing it.

Embrace the I!

If you want to connect or have a chat about any copy queries you have, drop me a line: office@clarecrossan.co.uk