What NOT To Write On Your ‘About Us’ Page

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..., medium and large”

You will never sell to ‘everybody’. It’s better to target a specific niche. Anyway, it’s better to give examples, list their names, show their logos.

“We work in partnership with you / as an integral part of the team”

Cliché alert. These over-used statements sound too greedy to include in upfront marketing communications. They don’t say anything except that you want to inveigle your way into my business so I can’t get you out. I want control of deciding...

...how closely I work with my suppliers, or not.

“Only ever as good as our last job”

Cliché again. If that’s really what you want to say, then tell the story of your last job. Explain what happened before you got involved, what you did and what the results were. People buy results.

“No matter how big or small”

Another cliché. Say how big or how small. Use visuals. As big as an elephant or as small as a mouse. From John O’Groats to Land’s End. From a sole trader to a corporate. Paint stunning word pictures for us.

“We go that extra mile / We bend over backwards”

Meaningless puffery. Don’t just say it; prove it with examples.

“We would be happy to talk to you”

Of course you would. You want my money.



Jackie Barrie writes without waffle for websites, blogs, newsletters, brochures, leaflets and speeches, in fact, anything to help your company make more money. She is the author of ‘The Little Fish Guide to DIY Marketing’ and ‘The Little Fish Guide to Networking’.
Find out more at www.comms-plus.co.uk or 0845 899 0258.

 

 

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