Social media has changed the landscape. No longer will a list of accomplishments and schools we have attended suffice. Our audience wants to connect with us personally. They want to know why we do what we do and how we do it.
This is good news actually. Especially if you are just starting to show your work to the world. It puts artists and makers on equal footing, the emerging artist has just as good a chance to sell their work as the established one. It’s more about showing up than who we know.
Write your about page first
You will need words for your Instagram bio, your Facebook page, your Google plus page, and a host of other places you will be showing up. Write the about page for your website first. You will then have a collection of words to choose from for all the other places.
Your about page is the first place a potential client will go after they visit your homepage. Because we all want to know who it is that we are thinking of buying from. It’s an opportunity to make a good first impression, so think of it as meeting someone for the first time. What do you want them to know about your work, your life, your process? Be brilliant! Be delightful! Be memorable!
Start here with these 5 simple steps:
Each step has a list of questions you can ask yourself to get you started. You don’t need to answer all the questions, the entire page can be 5 relatively short paragraphs. Remember, you only have their attention for a minute or two, so make it short and sweet and easy to scan. Write everything in the first person. Be personable.
1. Who are you?
Write 2-3 sentences that describes what you do. Be descriptive. For instance: you are not just a jewelry designer, you are a craftsman who designs each piece with a specific type of person in mind. You have a true aesthetic. Your customer feels beautiful when they wear your jewelry – describe how that feels.
2. Why do you do what you do?
What inspires you? What drives you? How does it make you feel when you create in this way? Describe the excitement you get from your craft.
3. Why should the customer buy from you or hire you?
What makes you credible? What materials do you use? How does your product change or add to their life? What makes you different from a similar artisan?
4. What is your story?
How did you get to where you are? What is your mission statement? Do you have a particular mind-set or thought process? Where do you live or where have you traveled to and how does this affect your art?
5. Invite them.
Invite your potential customer to connect with you. Make them feel welcome to contact you and give them easy access to all the places you will readily respond to their inquiry. Welcome them as you would a potential friend. We buy from and talk about people we know. Help them get to know you personally with a little bit of the inside scoop.
Once you have your about page written, add a nice pic on the page that will allow people to recognize you when you meet for coffee, one where your face is clear and easy to see. A few images of your work would be lovely too, all important for SEO – but more on that later.
Now you can grab a sentence or two or four for your social media bios and complete your online presence – easy peasy!
For a comprehensive guide on how to create an aesthetic for your brand you might check out Fiona Humberstone’s “Brand Brilliance.”