Writing An Engaging Story For Your Ecommerce About Page

The story is NOT the product. Or is it? I spend a lot of time crafting brand and product narratives. And while those stories mean A LOT to the marketers and founders who craft them. They're never going to mean as much to the customers who read them compared to the actual product. This is why strong narratives don't always sell products and why high-growth products don't always have strong narratives that they promote. Narratives matter. A lot. A strong brand or product narrative can give your entire marketing program a box to be creative within, a lane to swim fast, and a foundation to build strong messaging that resonates with your market. A strong narrative enables consistency, reach, fame, and association—the very drivers of effective brand and product marketing. And a strong narrative can create an emotional connection with your buyers that differentiates you from your competitors in a BIG way. Even still... I can align with your narrative top to bottom... I can learn from your narrative and become a smarter professional... I can even evangelize that same narrative with you... But unless that narrative leads to a product or service that I want and can afford, it's not going to be the boon of growth you think it is. The million dollar question then? How do you do both? How do you tell a compelling story that reaches, associates, evangelizes, and aligns but that also sells products? Simple. → Make the story the product ← Our job is not to CREATE a remarkable story about our product. Our job is to TELL the remarkable story about why we built our product in the first place. Big difference. If the narrative is the genesis (the origin story) of every product decision you made, and not just the sizzle and sparkle you bolted on at the end, then people who buy your story will also buy your product. Because story means product and product means story. We are not fictional fairytale authors who sprinkle sizzle and sparkle over our products so they fly off the shelves. We are non-fiction storytellers. Emphasis on "teller." I've done both. Creating narratives never works. You either dress it up and inflate expectations or dress it up and sound like an inauthentic, hyperbolic, manipulative, untrustworthy sycophant. Make your story the product, the product the story. And if that doesn't work... Work on the origin story part, because you probably need a better genesis for your product, not more sizzle and sparkle.

𝗪𝗵𝘆 "𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴?" Stories resonate. They create emotional connections and make you and your brand memorable. In a world where consumers are bombarded with information, a compelling story cuts through the noise. 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗬𝗼𝘂𝗿 𝗪𝗵𝘆 Begin by understanding the core purpose of your product. What problem does it solve? Why does it matter? Your “why” is the foundation of your story. 𝗖𝗿𝗮𝗳𝘁 𝗮 𝗛𝗲𝗿𝗼’𝘀 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 Think of your product as the hero in a journey. Identify the challenges your customers face and position your product as the solution. Show the transformation from struggle to success. 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁 𝗥𝗲𝗮𝗹 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 Use testimonials and case studies to showcase real-life applications of your product. Share stories of customers who have benefited from your product, emphasizing the positive impact it has had on their lives. 𝗨𝘀𝗲 𝗩𝗶𝘀𝘂𝗮𝗹 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 Combine your narrative with powerful visuals. Personalized graphics, videos, and infographics can bring your story to life and make it more engaging. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗮 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 Speak directly to your audience. Understand their needs and aspirations. Your story should reflect their journey and show that you understand and can meet their needs. 𝗖𝗮𝗹𝗹 𝘁𝗼 𝗔𝗰𝘁𝗶𝗼𝗻 End your story with a strong call to action. Encourage your audience to take the next step, whether it’s trying your product, signing up for a newsletter, or engaging with your brand on social media. With product storytelling, you can transform your marketing narrative and make your products unforgettable. It’s not just about what you sell; it’s about the story you tell.

Here is a massive opportunity for your business👇. When I work with clients on their digital presence, oftentimes, we start with their website. Either they don't have one or one that is outdated and ineffective. It's like a billboard sitting in the middle of the desert. When was the last time you looked at your website statistics? Basics like how many unique visitors per month? Is it going up, down, or flat? How long do they stay on your website (bounce rate)? Are they taking the action you want them to? There is much more to it than that, but today, I want to discuss your About page. Yes, it is the page where most owners, coaches, and entrepreneurs talk about themselves without regard to the website visitor reading it. Do people want to know about you, your background, and your credibility? Of course! But because the About page is the second most visited page on a business website, you have an opportunity to "soft sell" your products or services. Instead, write content (copy) for THEM at the beginning of this page. Make it emotional, addressing their biggest pain point and how you help people like them solve it. This requires you to know your ideal client and their pain points. Then speaking (writing) in a language that resonates with them and entices them to take the next step. Rethinking the About Page: ▶ Narrative: Shift from a corporate timeline to compelling storytelling. ▶ Value Proposition: Highlight benefits, not just services/products. ▶ Human Touch: Introduce the team, humanizing the business. Credibility: Add testimonials. A 2020 study shows 87% of consumers rely on online reviews. ▶ Clear CTA: Guide visitors toward the next steps. ▶ Speak to their pain points even on the About page ▶ Have a video from the CEO to put a face to the business. Optimization Outcomes: ▶ Better engagement reduces bounce rates. ▶ Enhanced trust through transparency and connection. ▶ Boosted conversions due to visitor-centric content. There you have it! Now stop what you are doing, look at your About page, and see if it's doing what I mentioned. If not, fix it! If you don't know what to do, seek guidance from someone with the experience and know-how to take you through a digital transformation. This will be your best investment in yourself and your business in 2024.

Your ABOUT page is not all about you. It’s all about the reader. Sounds counterintuitive? Here are the most common copy mistakes and how to fix them: In 90% of the websites people focus on: ❌ Writing only about themselves and their accomplishments ❌ Writing in the 3rd voice and putting themselves on a pedestal Most of the copy is bland, boring, and feels like you’re reading a CV. It doesn’t create any connection or trust. This makes you less relatable and you distance yourself from your reader. So put yourself in the shoes of the reader. They’re scanning your About page to see what you’re all about. And understand if you are the right person to solve their problems. Take them on a journey to create emotion, build trust, and take action: 1. Start with a great value proposition → who you are, what you do, who it’s for  2. Connect with the situation your reader is going through 3. Show what's at stake if they don't solve the problem 4. Inspire them to see an expansion and their brighter future self 5. Share your story: how you overcame the challenges (and how they will too) 6. Highlight what makes your approach unique 7. Establish authority: results, testimonials, press, certifications, etc. 7. Be relatable by showing your personality, values, and hobbies 8. End with CTA: how they can work with you or contact you Remember: you’re still sharing your story… But in a more empathic, conversational, and persuasive way. It’s not about WHAT you say but HOW you say it. - P.S. Need a fresh pair of eyes on your copy? I can help you edit or re-write your LinkedIn About section and website. Send me a DM for more info. #copywriting #websites #persuasion #empathy #copy4impact