Sales copywriting for coaches and authors is always exciting for me. Especially when I’m creating full Core Message Platforms for them. And of course, writing persuasive website copy for their books, information products, and programs is a typical part of the message development process.
However, in the excitement of creating sales copy that motivates people to buy, coaches and speakers often look at their About page copy as kind of an afterthought. 
Review a cross section of coach and speaker websites and you’ll see the About page is often a brief third-person professional bio, with a few personal elements mixed in for flavor.
However, your About page is much too critical to simply gloss over. In fact, it’s the ideal place to really let your passion come off the page so your target audience will …
- Like you
- Relate to you
- Trust you
- Buy from you
Your About page gives you the opportunity to be more interactive with your audience and reveal your authentic self. Take advantage of this!
Come from the Heart
To more closely connect with your crowd, start your About page by speaking from the heart in the first person. Tell your audience what you are passionate about, and communicate how you’ve channeled this into your book, program, or information product.
After this heartfelt first-person narrative, you can then have a section that summarizes your professional background in the traditional third-person style.
3 Easy Steps
Here is a simple three-step process that makes it easy to create a compelling About page that helps you connect with your audience. First, I’ll give you the steps – and then I’ll follow it with an example.
- Start with an engaging headline and a pull-quote that expresses a thought, feeling, conviction, or philosophy about which you feel deeply.
- Create the body of your first-person narrative. Speak from the heart. Communicate the passion you feel for the information you’re sharing through your books and programs.
- Include your more formal professional bio written in the third person.
Here is an example of About page copy I wrote for Dr. Michael Galitzer, who is a world-renown physician for well-known folks that include, Tony Robbins.
I wrote this copy for the website he used to promote his book, Outstanding Health. As you’ll see, it follows my simple three-step process.
EXAMPLE
The Rest of Your Life Should be the BEST of Your Life
“My passion is to educate as many people as possible about the life-changing benefits of Energy Medicine, so they can enjoy the wisdom that comes with age, and the physical vitality they enjoyed when they were young.”
—Dr. Michael Galitzer
“Many times throughout my career I’ve heard people say things like, ‘I wish I knew then what I know now,’ or ‘I just don’t have the energy I used to have.’ These statements imply that you can’t have both the wisdom that comes with age, and the passion and energy that comes with being young.
The exciting news is that you really can have them both, and you can experience this dynamic vision of yourself well into your 80’s, 90’s and beyond.
I know this because I’ve developed a highly-innovative program based on the precepts of Energy Medicine that have consistently helped my patients from around the world look and feel years younger.
Now I want to share this program with you in detail through my groundbreaking book, Outstanding Health. I sincerely want you to experience healthy living and a personal transformation that keeps you sexy and young for decades to come.
Energy Medicine is rapidly gaining acceptance in today’s world, which is why people like Tony Robbins, Suzanne Somers and other influential people from six continents routinely travel to Los Angeles to visit with me personally.
Fortunately, you don’t have to make a trip to Los Angeles to learn all my groundbreaking Energy Medicine secrets. Outstanding Health puts them all right at your fingertips. As you go through the book I’m certain you’ll come to see how through Energy Medicine the rest of your life really can be the BEST of your life.”
—Dr. Michael Galitzer
Michael Galitzer, MD – Professional Background
Michael Galitzer, M.D. is a nationally recognized expert in Energy Medicine, anti-aging medicine and bioidentical hormone replacement therapy (BHRT). Dr. Galitzer has been either interviewed for, or written forewords for the last eight books by Suzanne Somers, who is a patient and good friend.
He’s been practicing Longevity Medicine since 1986, specializing in the areas of nutrition, lifestyle, exercise, weight management, heavy metal toxicity, intra-venous orthomolecular medicine, bio-identical hormones, and the all-important area of cell, tissue, and organ regeneration.
Dr. Galitzer has also developed many herbal and homeopathic formulas for healthcare professionals that are marketed by Apex Energetics and used by thousands of patients with outstanding results.
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Did this post provide you with insights that will help you write about page copy that has more depth and texture to it? Let me know by leaving a comment.
1:1 Coaching Sessions
Sometimes you don’t need to hire a copywriter to do your writing for you – but you might want to work with one for an hour or two to get expert feedback on what you’ve written yourself.
If this sounds like you, I’d love to help by offering you a 1:1 coaching session. What makes my coaching different is that you’re not required to sign up for a multi-week cookie-cutter package.
I’m just here when you need me – and we can start with 20-minute FREE consultation to see if I’m a good fit for you.
To learn more about my 1:1 coaching sessions, click here.
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