Web Content – the jagged shore upon which Internet Entrepreneurs get their heart broken.
That’s why you see so much advice about how to write, how to create videos, and how to make everything ‘go viral’.
In content land I like to talk about The Three Things – the most basic elements of content.
Whether you have plenty of time or no time at all, regardless of whether your budget is large or small – or even if you have short stature or may be tall – if you know these three basic elements you’ll never have content heartbreak.
There has to be a song in there somewhere, but that’s a subject for another day.
This article is part one of three about web content.
The “three things” of web content are:
1. Who (are You)
Have you ever seen The Breakfast Club? Great movie.
There is a scene where the Nerd, aka Brian Johnson, aka Anthony Michael Hall is supposed to write an essay telling Mr. Vernon “Who You Think You Are”.
And so hapless Brian asks aloud – and eventually ends up with a pen in his nose – as he recites the “Who Are You?” mantra. It’s an awesome picture.
Have you ever noticed that Entrepreneurs look exactly like this when they try to create an “About Us” page? It’s true – and that’s nature’s rule, not mine.
Don’t go on a soul crushing quest for truth when you create the “About Us” stuff, also known as Who (are You). No one cares. Maybe someday someone will write a biography, leave that work to the professionals.
When a visitor lands on your About Us pages they want three things: know, trust, like.
Know: Let me see that you are real – or at least real enough to do what I need, yup, I’m looking at you faceless corporations. The more real, the better. If I worry I can’t use a ‘known person’, the bigger it seems you are the better.
Trust: Show me that you are qualified to do the job – education, certifications, background, testimonials, and stuff like that is important. Think about an obnoxious cranky granny that pointedly asks you whether you can do the job or not -how do you respond? Less words is better, greater clarity is better.
In this area it is very useful to know who you are trying to talk to – when I tell people that I won a Webby award the first year they existed that’s a waste if they don’t know what that is.
Like: Finally, give me a chance to adore you – tell me about your children, sports, hobbies, and things that are fun and interesting about you. If I also have those things I’ll feel connected to you. In fact if I know someone else that does or has those things I’ll feel connected to you – after all, my second cousin’s best friend is also a big fan of the Red Sox ya know.
The error most Internet Entrepreneurs make here is that they want to hide what’s weird about them, to appear ‘bigger, corporate, and responsible’. That’s hogwash.
Embrace your strange, for every person that won’t buy from you for that there is always one that will.
So that’s all you need to know about Who – make sure you let folks know, trust, and like when they start to learn About You.
Tune in next week – same Bat-Time, same Bat-Channel – for part two on Web Content. What (is for sale)