Writing Your Values-Aligned About Page: a Step-by-Step Guide (PART TWO)
Welcome back to part TWO of this in-depth series—where we dive deep on writing an about page that speaks to your values! Today, we’re digging into two of the most vital parts of your about page: your differentiators and your personal story.
These two components don't just coexist; they intertwine, creating a narrative landscape where your distinct approach (differentiator) is inseparable from the personal journey (story) that brought you here.
These sections often blur into one another, revealing a unified tapestry of your unique identity. Your brand's distinctive path is not just about what you do but why and how you do it—a revelation that unfolds in the stories you share.
Let's navigate this convergence together—crafting a cohesive narrative that authentically reflects both what makes you stand out and the genuine, human story that binds you to your audience.
Part #3: Set Yourself Apart with Differentiators
Your Differentiator serves as the North Star, guiding your audience to the unique qualities that distinguish you from the rest. This aspect of your About page is where authenticity and personal narrative intertwine, showcasing the journey that led you to carve a distinct path. It's not just about what you offer but how you offer it, and the story behind the difference is what captures the hearts and minds of your audience.
Questions to Guide Your Work:
☀️ What Inspired Your Unique Approach? Reflect on the moments or experiences that inspired your distinctive approach. Was there a turning point in your professional life that led you to do things differently?
☀️ How Have You Evolved? Explore the evolution of your methods and perspectives. How have you grown and adapted, and how does this evolution set you apart from others in your field?
☀️ What Personal Touches Define Your Brand? Identify the personal elements you infuse into your work. Is it a specific philosophy, a unique process, or a set of values that shape your approach?
Actionable Tips for Brainstorming:
⚡ Authentic Storytelling: Share personal anecdotes that highlight the pivotal moments in your journey. Authenticity is a powerful differentiator—let your audience connect with the real, human aspects of your story.
⚡ Align with Values: Identify the values that drive your business. How do these values manifest in your approach? Aligning your differentiator with shared values can create a profound connection.
⚡ Highlight Unique Processes: If there's a particular process or methodology that sets you apart, shine a spotlight on it. Explain how this process enhances the quality or experience for your clients.
Remember that your differentiators are not just about showcasing what you do but why and how you do it uniquely. It's the thread that weaves your story into the fabric of your brand. So, dig deep into the roots of your journey and bring forth the distinctiveness that defines you.
Step #4: Weave In Your Personal Journey
The chapter dedicated to your story is where the personal and professional converge—a narrative that humanizes your brand and invites your audience into the intimate corridors of your journey. Here, the goal is not merely to showcase achievements but to reveal the layers of your humanity, demonstrating that you're not perched on a pedestal but are a compassionate guide who understands the terrain your audience traverses.
Questions to Guide Your Work:
💫 What Pivotal Moments Define Your Journey? Reflect on the key moments that shaped your professional path. Were there challenges, triumphs, or epiphanies that led you to the work you do today?
💫 How Have You Walked in Your Audience's Shoes? Connect with the experiences that resonate with your audience. Where were you before you embarked on this journey, and how does that connect with the challenges your audience faces now?
💫 What Lessons Have You Learned? Uncover the wisdom gained from your journey. How have these lessons equipped you to guide others through similar challenges? Share the insights that make you a knowledgeable and empathetic ally.
Actionable Tips for Brainstorming:
⚡ Vulnerability Creates Connection: Don't shy away from moments of vulnerability in your story. These are often the touchpoints that create a profound connection with your audience.
⚡ Show, Don't Just Tell: Use vivid details and anecdotes to paint a picture of your journey. Allow your audience to step into your shoes and experience the highs and lows alongside you.
⚡ Connect the Dots: Ensure there's a clear connection between your story and the challenges your audience faces. Illustrate how your journey uniquely positions you to guide them toward their aspirations.
As you embark on the storytelling segment of your about page, remember that it's not just about recounting your history but about forging a connection. Let your audience see the human side of your journey, the struggles that mirror their own, and the triumphs that offer hope. Your story is the bridge that spans the gap between you and your audience, so craft it with authenticity, compassion, and a genuine desire to guide others along the path you've traveled.
There you have it—part TWO to crafting your values-aligned about page!
Your story and differentiators are indispensable elements in shaping the identity and success of your brand. The story, with its personal touch, fosters a genuine human connection, making your business relatable and trustworthy.
This authenticity, coupled with differentiators that set you apart from competitors, creates a memorable and distinctive brand. On top of that, both elements clarify your value proposition, guiding customers in making informed choices and understanding the unique value your brand offers.
Make sure to check back for part THREE tomorrow!