About You: How A Copywriter Establishes a Distinct Brand Voice

"So, tell me about yourself in two concise, interesting sentences and include reasons why you are a business owner and what makes you special."

(insert long pause and many deleted sentences)

Honest Writing is Hard

About Us is the section of a website that addresses the important questions people want answered: Why does this business exist? What makes it relevant to me? Who is behind it? Dodging these answers or hiding behind familiar, forgettable copy is safe, but it is not a win. A unique voice is something people remember.

Writing a compelling About Us story is an opportunity to anchor the brand voice and establish the tone for other forms of communication. People pick up on authenticity. This is conveyed via word choice and content. Vocabulary and phrasing establish a rapport; they suggest mood, intentions, and create a framework for client expectations. The content of the About Us section does not have to be personal to accomplish this, but it does need to be true to the brand's values.

So, why is it so hard? Tell a friend your life story. See how well that flows. Then ask that same friend to describe your journey and be amazed at how they paint a rich, full profile that is interesting, dynamic and sounds like someone you'd like to know. Honest writing is difficult. Writing about yourself is possibly the most difficult. Having an objective observer step in can make all the difference.

Ask a Copywriter

Visit Alpine Specialists for an example. The owner wanted to convey a sense of independence and problem-solving when presenting his team and their skill sets. The brand voice is rooted in terms that underline those qualities: a human multi-tool, obscure line, weird route, gung-ho, and artistic attention to detail. The language paints a clear picture of the team's approach to challenges they may encounter.