The About page on your website is where you will have a chance to shine and connect with your audience.
People love stories and Americans particularly love stories about overcoming adversity. Tell your clients how and why you came to be in this business. However, you must make your story memorable, surprising and about something they can relate to emotionally. This will make you stand out.
My favorite story of all time was a video made for Ebay where a man named Ed Church talks about being reunited with his first motorcycle. Though he was passionate about the bike, he sold it when his daughter was born. Years later, when she was grown, he found it again on Ebay and his passion was rekindled.
Ed is a like a latter day cowboy in speech and appearance. He resonates with audiences because he is so authentic, honest, and emotional. Moreover, the themes that are used throughout the video have universal resonance – the open road, sacrifice, love, passion and freedom.
Notice that Ebay is not named until the latter half of the story arc. Ed ups the tension by telling us how he lost his first bid and then paid what the bike was worth to him a year later when it came up for sale again.
Click to watch:
Ed Church
Remember, simplicity and authenticity are the key to connecting with the audience.