I Hate Writing About Myself
Writing about yourself can be extremely hard for many people. For many years I was one of them. In my household, saying positive things about yourself was considered to be bragging, and bragging was taboo. Only people with no class brag.
That concept was drilled into me throughout my childhood. We were also taught that if someone gave you a compliment, the proper response was embarrassment and self-deprecation. Never, EVER accept a compliment gracefully, as if you earned it... goodness no!
I'm sure that I'm not alone in this sort of upbringing. Maybe it's more of a Canadian thing, but I think it goes back even farther- to my mother's British grandparents. It doesn't really matter where it came from, what matters is that it was there.
Fast forward to high school and typing class, when we reached the class about resumes. Suddenly I was told that to get a job I had to write a document that was essentially bragging, and that if I couldn't do it well, I would never get a good job. Getting a great job meant being a better bragger than everyone else who had applied for the job. I know that's an over-simplification, but that's how I saw it at the time.
For most of my life I have approached resume writing in much the same way I approach a root canal or a colonoscopy. As a horrible thing I don't want to do- but must. You can imagine my joy when I started copywriting, and they started talking about finding our Unique Selling Proposition/Point (USP).
I talked a bit about this in the first post of my Branding Basics Series. A USP is essentially a short paragraph that explains what it is about you that is unique and special. What it is that makes you the best fit for the job. A USP is often used in resumes, but also as the basis for the copy on your Portfolio, the About Page on your website and every. Single. Pitch. That a freelance copywriter makes to drum up business.
My heart started to pound, I broke out in a sweat, and my stomach dropped into my flip-flops and then oozed out the sides. Here we go again, I thought. Miraculously, and happily, the next part of the lesson explained how and why I had been doing it wrong all my life.
The proper way makes much more sense to me, and it's much easier on the niggling part of my brain that still can't efficiently 'brag'.
The USP
The USP, as I mentioned above is meant to show potential employers or customers exactly what you have to offer in a way that sets you apart. Creating a USP can often take some serious thought and some soul searching, but you would surprised what can make up the very best version of your unique selling proposition.
Put away thoughts of a resume format with all your skills listed in bullet points. Forget about scouring the dictionary in search of terminology that makes you look professional or smart. Get out a piece of paper and think about the things that you have done in your life, that a lot of people may NOT have done.
It seems counter-intuitive, but it's true. Resume writers often try to avoid mentioning the year you took off to backpack around Europe, thinking that gaps in your timeline make you look flighty. But that might be the one thing that sets you apart. Write it down, but also think about the experiences you had, and what you learned from those experiences.
Play tuba in the High School marching band? It might not have made you the coolest kid, but there are skills unique to people who march, and play, in unison... and some of those skills can apply to jobs that you do today- or wish to do if you're applying for work.
Your list when you're done might be quite long, and that's okay. You can actually make more than one USP and keep them handy. Skills that apply to some jobs, may not work as well for others.
Looking At your skills differently
Now it's time to take those skills (if you do have a zillion, pick out the most unique ten and start there) and think about what those experiences taught you.
Lets take the tuba playing as an example. Playing an instrument, any instrument is difficult. It requires special skills. Complex hand-eye coordination is one, being able to read music is another. What is unique about the marching band aspect is that you are doing so many complex motor skills all at once. Plus, it must be synchronized with everyone around you, and at the direction the band leader. There are so many things in this one experience that you can draw on for a good USP.
"The skills that I learned playing tuba for my high school marching band make me an expert team player with an ability to make changes on the fly, work and learn as a group, and deal with several complex ideas simultaneously."
Be honest, how many people do you know that can say that? And how many work-related situations are those skills relevant to? The answer is LOTS! Every experience that we have, every job that we do, and place that we go, teaches us something (as long as we are paying attention). Those lessons give us useful skills, and often unique skills.
If you're applying for a regular business job, you can be sure that every. Single. Resume. Is going to list skills like team work, the ability to problem solve, and to take direction... but how many of them can, and have, done all of those things at once? You have! And you can prove it!
Maybe your unique experience was actually backpacking around Europe. Unless you're applying to work as a beer tester, or a tour guide, you can probably avoid writing down the late night partying and the tour of the Louvre.
What's more unique is that you were able to navigate successfully, and safely, in an unknown environment. You learned to communicate with people with whom you do not share a common language. You maintained a strict budget, which requires mental calculations and forethought. If you travelled by Euro-rail or took ferries, then you navigated complex scheduling requirements. You thrived in an unknown environment, and that takes certain skills as well as a sense of adventure, and a level of confidence that lots of people don't have.
"While backpacking through Europe, I discovered an innate ability to use non-verbal communication that helped me navigate many unknown environments and challenging situations. I also discovered an ability to manage a small budget, and a willingness to try new things.
I thrive on adventure, and I am confident in my ability to cross any language barrier and communicate successfully."
Imagine, if you will, someone who is looking for employees to help with an international start-up? A USP like this would make them jump up and pump their fist in the air. Not everyone has the confidence or drive to put themselves in a situation like that. But you can, you did, and you loved it, so say so!!
Okay, moving on.
The kick-ass about page
Now that you have a better understanding of what your unique skill sets are, it's time to use that knowledge . It could be on a resume, or a bio for the back of your book.
In today's digital age of freelancers and entrepreneurs, one of the most common uses for this information, is for your website's "About Me" page.
I can almost hear the groan from here. A whole page? Just about ME?
And the answer is- no. You heard me, no. This is what I learned when I started copywriting. This is what caused the biggest sense of relief I have felt since I started this journey as a freelancer. My About Me page isn't really about me at all. THANK GOD!
And your About Me page should not be about YOU. It should be about how the skills you have will benefit your customer, or your potential employer if this is on your portfolio.
It's amazing how much easier it is to write once you have moved the focus off of yourself, and onto the problem that the reader needs to solve. They are coming to you for a reason. Once you have an idea what that reason is, and which skills you have that can help them, you can write your page specifically for that purpose.
If you're a copywriter like me, and the problem the potential client has is that they need web copy for their new business- then my About Me page should explain to them what I can do for them, and how the skills that I have can be useful to them.
In my case, what makes me unique is my age, experience and attitude, so that's what my page focuses on. This is what my page says...
"Every day I wake up, I sit on my porch and soak in the beauty all around me.
Life hasn't always been easy. I haven't gotten to this point in my life without wrinkles and scars. But that experience has brought me wisdom and patience.
The patience to do things right, and the knowledge that the end result will always be worth the extra time. Like the mandalas I love to paint, good copy takes artistry, and an attention to detail.
You can trust me to put the same care and attention into nurturing your business that I would my own.
Let me take some of the weight off your shoulders. Free up the time you spend hunched over your desk writing. Use it instead, to do the many things that every small business owner must to make their dreams a reality.
I have been writing for more than 30 years now. I know the power of words, and the beauty of language. Let me show you how they can speak directly to your target audience.
Let me build that connection between you and your customers. Use my knowledge and experience to increase your sales and build brand loyalty."
Click the link, and we'll get started.
Don't forget to give them a next step.
One of the main ideas behind good copy is to always provide them with a next step. Guide them from one thing to the next in a nice, easy manner, so that you can control what they see and in what order... but that's for another post.
I hope this post has been helpful. If you're still not sure, or you don't have time to tackle your About Me page yourself, I'm always here waiting to help.
I provide a Free 30 minute consultation so you can tell me all about what you need, or what your goals are. I will send you an email with my suggestions and a quote so you know what the services would cost. There is never an obligation. Just click here to check it out.
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