When was the last time you took a look at your “About Us” page?
It’s an important page that gives your audience a close-up of who you are and what makes you tick.
Most pages have a snazzy picture, clever copy, and an semi-embarrassing admission of a personal weakness (i.e. fried bologna sandwiches or a preference for foot-in pajamas in my case). The problem is that these cute add-ons aren’t enough.
Your “About Us” page needs to explain your blog’s Big Idea.
Why You Need A Big Idea
You know that your blog is locked in a death match for attention. Trying to win this competition with contrarian and titillating headlines will win the short-term battle (unfortunately), but you need a Big Idea to win the war.
Your Big Idea is the 100 word summary of why you spend hours slaving over posts, tweaking plugins, and doing headline SEO. It’s the eye-opening perspective that you are dedicated to sharing with the world. Your Big Idea gets’ your reader to lean forward in their chair and silently mouth “Hell Yes”.
That’s not all.
Your Big Idea makes you stick out like a sore thumb. People can’t ignore it. It forces your reader to decide if you are right for them. The Big Idea isn’t a warm Kumbaya blanket. It’s a call-to-arms.
But, your Big Idea isn’t your Manifesto. Your Manifesto comes AFTER your Big Idea. Your Manifesto is the mantra your faithful readers print out and reflect on. But, your manifesto lacks sting without a clearly defined Big Idea.
By the way, Big Ideas are easily found, if you know where to look.
How to Find Your Big Idea
My first boss called me “the great complicator.” He had a point, I have a talent for making simple ideas into complex theories. I suspect that many bloggers are the same way. That’s why it takes forever for us to recognize that their Big Idea is sitting in front of them.
Your Big Idea is the reason your solution to a problem is better. It finds a unique way to account for your reader’s situation, their resources, and your solution. It’s simple and elegant. Here are a couple of examples:
Family Therapist:
“Families are built on promises. All dysfunction can be traced back to a broken promise. This blog is about healing the pain caused by broken promises and restoring faith in the integrity of the family.”
Career Coach:
“The notion of a career is an artificial label for describing a lifestyle choice. Career discontent happens when you buy into a 30 year contract designed by someone else. This blog will help professionals re-evaluate their careers based on principles of choice, “AND” thinking, and courageous vision.”
Imagine a husband trying to heal the pain caused years of alcohol abuse. Wouldn’t he be drawn to the Family Therapist’s Big Idea? Absolutely.
At it’s core the big idea “reframes” the readers problem in a unique way and presents a new solution based on the blogger’s perspective. It positions you as the person who can deliver the expertise, product, or services needed for the reader to continue their journey.
Once you’ve nailed down your Big Idea then you can express it.
The Best Way to Express Your Big Idea
Bloggers need to spend more time talking about their Big Idea. Explaining it on your “About Us” page isn’t enough.
Consider:
- Creating a simple video explaining your Big Idea. Explain how it came about, why you are passionate about it, and what the reader can expect from you. This could become the “demo video” for your blog.
- Add at least one post a month that digs deeper into the emotional underpinnings of your Big Idea. Remember, people respond to emotion not facts. Connect with your reader by telling a story that reinforces the emotional power behind your idea.
- Now is the right time to create a Manifesto. Once you’ve gone “all in” on your Big Idea, sit down and craft a Manifesto that captures your raw vision and energy.
- Create Symbols, Tribes, and Quirks: It may be time to create a logo that reinforces your big idea. Can you give the tribe that have have bought in to your Idea a punchy name? Perhaps you can start signing off every blog post and email newsletter with a signature that reinforces your Big Idea?
Excited yet?
What is Your Big Idea?
Having trouble with your Big Idea? Tell me what you’re thinking in the comments below. I will take a look and give you some pointers. Deal? Let’s get to it.
About Stanford
Stan, once again, excellent article. It has prompted me to re-evaluate my About section and brainstorm a new, more exciting introduction, one that promotes and extends my tagline (“for wandering taste buds”).
Thank you for the inspiration!
Thanks Stan,
It can be difficult to do all your methods at one time, there is only so much time. For me I find if I try a couple of methods out at one time, that way I can also test what’s working and what’s not. I mainly focus on social media to drive traffic but am trying other methods too – I love your competition contest idea so will definitely be looking into that.
Couldn’t agree more. My big idea shouts out on my home page, video on there too! Glad I am on the right track. thanks for the post
Hi Stanford. Wow. This idea is so simple and now obvious after reading your blog. Time to really focus in and get clear on what my Big Idea is. And then communicate it. Another great post.
Why didn’t I see all of this before? Stanford I signed up and look forward to more… You can count on me applying everything you have said here, and then some. More to come and thanks a lot for all of this great direction. Billy
@Billy_Delaney You’re welcome!
@PushingSocial Appreciate your response.
Hey pushingsocial I’d love to have you take a look and give me pointers! I help newbies struggling w/ WP and marketing.
@TheHappypreneur Tell me this:
1. How does your audience look at the problem of WP and Marketing
2. How is their point of view hurting them
3. How is your point of view unique and more helpful?
As usual, great ideas, Stan! I like the sign off part. I may have to try that one!