How to create about us page for your lucrative website ( and create endless curiosity)
Recently one of my friends had posted a WhatsApp message with his beautiful red Nakaya pen. I did not know about this brand and then started browsing at google. I have realised that the minimum price of one pen price is six hundred and fifty US dollars, and the maximum price is a couple of thousands of dollars. The pen company had stopped selling the pens at the direct market and started selling it purely through their website. There is no other medium that you can purchase this pen. If you go to their about us page, they have stated their craftsmanship, which they worked for more than forty years, and all their pens are handmade.
After this, I had gone through extensive research about the handmade pen companies, which are distributing and selling pens online in India. But most of the companies have great pens, but they have missed one essential thing. They could display their pens, but there was not enough information about the craftmanship or pen makers or how they make these handmade pens. The sellers missed their about page because they could not come up with the content about their pages and articulate it in such a way that the user can understand.
This article will cover three simple things that enable you to write content for your about page.
- How to create a brand story
- How to come up with a metaphor
- How to create a signature story
Let’s go through the first part of the article.
How to create a startup story
When someone wants to visit the about us page, they look out for the story that aligns with themselves. When you create a startup, there is a story behind it. There was a problem, inner drive, deep desire, and your craving to solve this problem has this story. The story is part of your startup, and if you see it clearly, there is a reason behind it. When someone goes through the story, if it aligns with their problem, they will like it and read more about you, and it creates a sense of connection between you and your visitor.
For example, if you go to this website about us page, I have stated the contradiction between my first half of twenty years at a village and the next twenty years at corporate life. It was very deliberate that I wanted to bring the contradiction part of my life so that the reader can understand this is the part of everyone’s life. As an adult, you would have done something, and as a family man, you would have done something different. The contradiction creates the opposite polarity and allows you to remember the story. Let’s move to the second part of the article.
How to come up with a metaphor
When we explain something through a formula, it is tough for us to keep our attention and stick our minds to it. There is a reason that we cannot remember science formulas. It is because we cannot grasp those formulas as a story and imagine it in our minds. But human beings know this aspect of life, and our evolution has given us a great tool and capability for us. That tool is to come up with a story as a metaphor. Metaphors help us remember anything within milliseconds, and sometimes we don’t need to remember the meaning at all. For example, if you praise a writer stating, ” your writing is like Shakespeare’s.” then hundreds of words are bundled as one word with great simplicity.
For example, I had to come up with a metaphor for my about us page. When I wanted to link my first half of life as a quiet life and the second half of my experience as short corporate life, I had to develop a concept of attaching it to a metaphor. Since I have read about thinking fast and slow book many times and loved that book, I had associated the book with my whole life as thinking slow as my first half-life and thinking fast as my second half of life. Now, enough of me, and let’s move to the third part of the article.
How to create a signature story
What is a signature story? A signature story is something that you create and assign your uniqueness to it. There is no other person who has this story, and the information is unique for you. It is this story that you want to create for your company, product, and services. The story is unforgettable when someone reads and listens, then they know that it is you. If you check, all the advertisements are unique signature stories. The advertisement team writes about the signature story. The signature story takes the form of ads and many ways of advertisement packages
For example, what is the story of a spiderman? As soon as I have stated that spiderman, your brain associated the spiderman with the spider web. The brain also displays the spider man sitting in between the spider web, and there is a spider web that comes out of his hand. When a word or story can connect to a brand, it becomes a signature story. You never needed to spell the brand but the signature story. The signature story triggers the brand name. In spiderman’s case, all they need is spiderman sitting on a spider web.
But you would say that you don’t want to focus on the About us page, and you are blaming it as self propaganda?
It is possible that you never needed an about us page if you are selling your products at amazon. But if you look deeply enough, all the product pages at the shopping sites are about us page. The product owner often misses their opportunity to develop a signature story for their products and write about product dimensions. But when the customer reads about the signature story, it sticks to their brain like bubble gum sticking on your teeth, and you struggle to spit it away. You help a customer and create curiosity in his mind and do not need to remember your brand name or about you. We have reached the end of this article and now, let’s go through the summary
Summary
The about us page is compelling, and through the signature story concept, we can come up with attention-seeking stories that become a brand story in customers’ minds. The stories are part of our life, and without stories, the world cannot function as it is. In this article, we have seen three parts, i.e., how to come up with a story, How to come up with a metaphor, and How to create a signature story.
As a startup, it is good to focus on the about us page and signature stories and keep spreading the stories to your friends and customers circle. Later this story takes evolution, and it becomes your brand story, and brand story is very important for you to sell your products and keep up with customer retention. If not, you may be having great handmade pens, but you cannot sell it like nakaya and position yourself in the classical startup segment.
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