5 Elements of Persuasion to write a Killer About Page
1- The Hook
This section hooks the reader by evoking a certain type of emotion.
You might have a revolutionary product or an excellent piece of content, but everything is going to fall flat if you fail to hook your audience in the first 30 seconds.
You already know this.
Now the question is HOW.
It has been scientifically established that our brains have more than 100,000 years of evolutionary hardwiring. At its core, every brain is the same, and all of our brains are filled with emotions. Emotions will always get our attention. Period.
In the first few words, it is imperative to hook them with the right emotions.
For example, here’s how Enchanting Marketing’s About page hooks the readers with something they want the most.
Another way to hook your audience is to scratch where it hurts the most eg.,
– Paying for the subscription and still not earning a penny from email marketing?
– Purchased stacks of planners that’s collecting dust on the table?
2- The Fit-in
Shows how you can help and fit in her life.
While every hook is trying to elicit a certain type of emotion, its fit-in counterpart answers the monologue going in their mind at the subconscious level.
For example, if you’ve hooked the reader painting the dream state they want to be in, the monologue on a subconscious level is this: Yes, I want this. But, can she help me achieve this?
So, in the ‘Fit-in’ section give them a reason to believe that you can help them attain their goals.
If you’re using Alluring About-me Page Templates, I would recommend you to use the 5 hooks and the 5 fit-ins in the given combination only.
3- Authority Boosters
Establishes you as an authority.
According to a scientific study, a deep-seated sense of Duty to the Authority exists within all of us.
We are trained from birth with the idea that obedience to proper authority is right, and disobedience is wrong.
Therefore, it is imperative to establish yourself as an authority.
But you need not be a scientist or Ph.D. to establish your authority. There are so many ways you can establish your authority even if you’re a newbie.
The most challenging part of this section is subtly conveying all your achievements without bragging. Needless to say, with Alluring About Page Templates, we have your back.
Here’s how Content Marketing Institute (CMI) does it-
4- Your Sticky Story
Evokes likability by striking a connect through
They may forget your name or your company’s name, but if they ever remember something about you, then it’s Your Sticky Story.
Remember, they don’t care about your ‘What’ unless they understand your ‘Why’.
Here’s an example of how Ramit Sethi uses the story framework- ‘Rags to Riches’ to tell a tale that you don’t forget.
If you think you don’t have a story you haven’t thought enough. Two story-templates in the Alluring About me Page Template will help you craft your story in the most compelling way.
5- Call to Action (CTA)
Earns you an ASK in the end.
If your reader has reached this point on your page, you’ve successfully persuaded her. Congratulations!
And now, that she is full of emotions and warmth, it is the right time for you to make an ask.
This is also the time when she’s open to hearing more from you, so don’t leave her hanging.
But it’s important to have the RIGHT type of CTA- otherwise, you might turn them off at this point.
Wanna see some examples of persuasive About Pages?
Let’s start with Darren Rowse, popularly known as Problogger.
ProBlogger- About Page
Let’s now see how one of the smartest guys on the internet persuades on his About Page.
The Smart Passive Income Blog (Pat Flynn)- About Page