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I’ve been on a “talking about writing” kick lately (see here and here).

Since 2020 I’ve stood ten toes down on the claim that copywriting is one of those recession-proof skills that anyone should try to hone. Maybe now I should start saying copywriting is an AI “revolution”-proof skill — because even though you can definitely get an AI tool to do your copywriting for you, it will never ever ever be as good as what you could have made yourself if you understand the core tenets of copywriting.

Good copywriting (and I’d argue great writing of any kind) requires deeply understanding and empathizing with the person you’re trying to talk to. And, yes, using a catchy turn of phrase or $5 words can make your writing sound better, but those fixes are just superficial if you’re not thinking through the underlying motives of your reader.

I guess what I’m saying is AI can certainly tzuzh a piece of writing for you, but if you rely on AI alone to spit out your copy it will always take longer and it will almost always be worse that anything you could’ve written yourself.

Which is why I’m back on my b******t talking about writing and emails and today, About Pages.

I knowwwww. You’ve been meaning to update it. Or write it. Or maybe it exists somewhere in the digital ether as a 404 error, haunting your website like a specter.

Here’s why this matters enough for me to dedicate an hour and a half — yes, you read that right, an hour and a half — to talking about it: Your about page is the second most visited page on your website. Right after your homepage, it’s where people go to figure out if they actually want to work with you, buy from you, or even keep paying attention to you.

And most of us? We’re absolutely shitting the bed on it.

We’re either serving up nothing at all, a painfully short paragraph that says essentially nothing, or — and this is the one that really gets me — a weird CV-LinkedIn hybrid that makes visitors feel like they’re reviewing resumes instead of connecting with a human being who might actually be able to help them.

Your about page is primo real estate. It’s where you can differentiate yourself, build trust, create that “know, like, and trust” factor, and actually sell your work. But we’re treating it like an afterthought. Like the headline you write in thirty seconds after spending hours on an article. And that’s a problem.

Today I’m going over part one — exactly what’s inside of an About page. Keep your eyes peeled for part two, where I’ll give you a template for creating your About page.

Before we dive in, I want to mention that if you’re new to thinking about copywriting or you want to go deeper on a lot of the concepts I’m going to touch on here—like specificity, the rule of one, and the stages of awareness—you should absolutely check out our book, The New Age Playbook for Spellbinding, Can’t-Stop-Reading-Copy. It’s our digital book on copywriting and just generally writing better, and a lot of what I talk about in this episode is covered in much more detail there.

Alright, let’s get into it.