Picture this…
You walk into a shop, meet the owner and he greets you with a…
“My name is Mark, I’m a certified xxx, my mission is to unlock your xxx. Our method has xx, yy and zz. Wanna buy something?”
😳
Makes no sense, right?
Well, that situation happens way more than often on the internet.
According to this study, people decide in 2.6 seconds whether to stay or leave a website.
So you need to use that time wisely.
The ATF of your site is not the place to show off your credentials.
To do branding.
To tell about your methods.
To talk about your “mission”, Ethan Hunt.
What’s the problem of this?
People read and think “there’s nothing for me here”, they disconnect, and they bounce back to Google results.
People don’t want to know about you or your methods, they want to see what’s there for them.
You need to talk to them, make them feel heard.
What should you do instead?
It’s very simple.
You should answer these two questions and 50% of the job is done:
- What do they want?
- What is hurting them?
Just that, all that.
Your clients don’t want to join your cult.
They want their problem solved.
Save the autobiography for LinkedIn.