Society Hands Over Private Information Like it’s Nothing in 2020.

Aug 26, 2020 | blog, consulting, Content, strategy | 0 comments

Society Hands Over Private Information Like it’s Nothing in 2020.

prefocusing-with-jordan-trask-on-his-blog-talking-about-email-marketing-and-genuine-approaches-to-reaching-deal-audiences-in-authentic-genuine-ways-with-content-surprise-az

Does anyone else notice we’ve been slowly conditioned to give private information so we don’t have to hand over money?

“Sign up for a free eBook”
“Subscribe to our blog for a discount to our store”
“Sign in to read the rest of this article”
“Pay for a subscription for unlimited access”

But what does this really cost us? Is it worth “$3 off a blouse” or the free sticker? Are people truly giving private data to receive unnecessary things? If so, why so? Look, I get it – it’s not that big of a deal.. But is it not?

1 million $3 subscriptions can make a NON-EXPERT $3 million (minus digital expenses) overnight.. With that being said, what are you actually subscribing to? What’s closing you and why? Imagine what manipulated capital can then be funnelled into.

Would it be just as easy to hand over personal data if the invitation said:

“Tell us what your email is and where you live so we can save you a discount (worth a few dollars off), keep our marketing costs low and put you on a list so it’s easy to send you offers. This way, our brand is in front of you all the time and you’ll start believing in some of the things we tell you and need/want some of things we sell you. In the meantime we’ll be able to monitor and track your behaviors so we know your interests and what encourages you to spend more money with us over the next few years. Matter of fact, give us your phone number too so we can sell your full contact information to another operation – potentially a scam – once we feel as though we’ve maximized your wallet.”

Full Name……………..Email………………Phone………………….[ SUBMIT!!!!! ]

It doesn’t sound too promising does it? Imagine how many people over the last decade alone have innocently handed over pertinent information about themselves or others around them with no knowledge of what transpires thereafter. New online users, seniors and children are extremely vulnerable. Are we really not wired to look into the things that could steer our steps in an unintended direction every day?

It’s easy to assume everyone has good intentions or there’s value on the other end – especially when an advertisement feels like it’s speaking directly to you – but who’s really the benefactor and who’s the beneficiary? And if you’re a business, do you really want to be lump summed with some of these types of operations – even if your intentions are good? At some point in time, society will become fed up with the bombardment of sales pitches. What happens when people no longer listen to automation?

Look, I know email marketing is essential. But the way we go about it is important. If you take short cuts, then expect to cut costs (and even employees) at some point down the road. If you don’t believe me then you’re probably doing something shady. I don’t care, I’ve seen enough of this stuff now to know what a genuine outreach and purposeful messaging brings. It’s not even close.

As a Business or Corporation..

Wouldn’t it be easier to execute an effective model and/or simply go above and beyond for the ideal customer? Doesn’t it seem rather risky to condition people to spend money with you or overwhelm them when someone else can easily do the same? Don’t you want your customers to stick by you during tough times – like this COVID-19 pandemic? Wouldn’t it be good if your customers knew you’d stick by them too?

An ability to sustain with a positive future outlook eliminates a number of potential burdens. Most of which impact a leader internally. There’s nothing more troubling than financial uncertainty. Wouldn’t it be easier to have support even when you make mistakes? Wouldn’t it be better to have customer relationships that embody honesty and transparency? Wouldn’t this improve brand equity?

Doesn’t refocusing on your unique purpose, passion and value sound good?

Of course it does, because it is. We’ve just been conditioned for too long, by phony marketing “experts” that this is bad. Don’t worry, we’re working on it. #PreFocusWithUs

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How to Create Purposeful Promotions During a Pandemic.

Jun 5, 2020 | blog, Branding, consulting, Content, Documenting the Journey, Social | 0 comments

Purposeful Promotions in a Pandemic.

Here are some simple ways businesses can communicate the essence of their brand to drive new acquisition or retain loyalty when resources are limited.

In the world today, plenty of people are strapped for cash. The Coronavirus has left quite the trail of destruction and business owners have been longing for the light at the end of the tunnel for a few months now. In a matter of days, millions of people lost their grip on what they thought was their future.

When it comes to surviving life in general, consistency, direction and adaptation are usually rewarded. The same can be said in business. Nearly every company faces a wall of adversity as some point in time. In reality, most fail before they even get started because the company isn’t built to survive. Getting a business off the ground and keeping it running is no easy task.

Because of this, nobody should run one without proper training, adequate experience (competence) and a vision that means something. Far too many people look to launch for the money and autonomy. But they quickly find themselves in over their head. No matter how coveted a product or service is, the brand and the experience is what keeps customers coming back.

In a time like this, not everyone has to fail. But if you’re focused on duplicating other entrepreneur’s efforts and following guides created by salesmen then it’s going to be an uphill battle. Nobody likes to select from a “bucket of options” or be sold or told what to do. Inexperience can be devastating during unexpected periods of time – like a pandemic.

The reason I bring this up is because there are tons of operations out there that could be winning right now instead of sitting on their hands. Just because you’re experiencing limitations doesn’t mean opportunity doesn’t exist. There’s always a chance to get in front of someone that’ll value your brand.

Brand Equity Can Be Built During a Pandemic.

It doesn’t take a lot of time and money to interact with consumers right now. For the most part, all you have to do is see what’s trending. Over the past few months, nearly everyone has been online, surfing for the latest delicacy or indulgence to keep them entertained. Discussing what everyone else is can be an easy way to build brand awareness. At the same time, it’s fairly cumbersome – and why would you want to do what everyone else does?

Understanding Your Customers Makes a Big Difference.

One of the best and easiest and most effective ways to market a brand is to understand your ideal target customer. If you don’t carry a passion for who you are, what you provide and who your customers are then.. that’s a shame. Knowing who you serve best is an immense advantage. So how is the process of understanding a marketing strategy? Well, what do you think the result of having quality conversations with your customers would be?

Asking people about their preferences or if there are ways you could do business better are good ways to strengthen relationships during tough times. Any form of genuine communication should be received well right now. From the consumer’s perspective, your actions speak volumes. They take note of businesses that continue to pursue their target market, even in the midst of loss.

Let the Market Understand You Better.

At the end of the day, authenticity is the best way to promote with purpose during a pandemic. Everyone is going through something right now. If you haven’t learned anything since March, then you’re probably doing something wrong. Listen, if you’re worried about the business, then you’ve got to let people know.

Hiding behind your desk or crossing your fingers that things turn around is a bad strategy. Have some humility, get in front of a camera and look for ways you can be transparent and authentic with the current state of the business. Plenty of people are looking for things they can identify with right now. Why can’t it be your business?

Maybe you’re dealing with relational problems or you had to let go of tenured employees for the first time. Maybe you’re struggling to adjust to a work-from-home environment. Maybe you’d like to share some of the curveballs you’ve faced thus far and how you’ve overcome roadblocks throughout. Maybe you want to honor someone from your staff or jump on a podcast with an affiliate company.

Talking to people about real people things build real relationships. Moreover, when you’re able to be vulnerable in the public eye, consumers are able to see your heart and the passion you have for the business to thrive. People want to believe in leaders like that. Raw, uncut content from a time of struggle can be extremely powerful for your brand.

Promotional Purpose is So Important.

So if you’re looking for ways to publish purposeful promotions during a global pandemic, just keep it simple. Show your true colors and discuss unique topics that set you apart from your competition. There’s no need to turn to desperate measures for short term relief when the longevity of your business is vital to your success.

Never lose sight of your big picture and always leverage your identity. Constantly being consistent (constancy) and building an open community establishes and sustains loyalty. If you don’t want to return to the workforce for less pay than before you started, then you’re going to have to dare to be different. An unwillingness to survive simply tells me you never had a true purpose to begin with.

Be purposeful with everything you do and always remember to PreFocus. info@prefocus.solutions.

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Advertising Analysis With Action Planning by PreFocus.

Aug 1, 2018 | blog, consulting, Content, strategy | 0 comments

Advertising Analysis With Action Planning

Over the past few months, I've been committed to promoting transparency. I realize others may copy the strategies I use - but, they'll never be able to mimic my passion, creativity and personalized service. With that being said, I wanted to share a recent analysis I did for one of my current PPC clients. I want to be able to show you how I piece campaigns together and why..

I’ve been working with this company since February on a lot of initiatives, but their main focus has been Adwords. Even though PPC in their industry is extremely competitive, they want to increase their adspend by $10,000 to $25,000 per month. This may seem like an easy decision (because it means more money for me). But, making more money isn’t necessarily my prerogative. It’s about helping my clients prioritize opportunistic channels while constantly improving current campaigns. There’s no reason to throw more money at something when there’s room for improvement. If you have a hard time following this analysis, send me an email and I’ll answer any questions you might have.

Increased Adspend Forecast

In order to avoid overpromising, here is my baseline projections for your ROAS (return on adspend):

$20k = 105 Conversions (about 4/day)
$25k = 131 Conversions (about 5/day)

The last few months, we’ve been talking about transparency during the sales cycle. This would definitely help me forecast more efficiently. For example, how many conversions are actually turning into clients? – and what are your margins for each? What are monthly margins?

Anticipated PPC Return

If you were to convert 50% of form submissions and make $500 (low) on every client, that’s a $26,250 (+6,250) return. With a $25k spend, it would be a $32,750 (+$7,750) return. This is a 1.3:1 ROI. For every thousand you spend, you’re guaranteed to make $300.

Analysis:

The ROAS is close because your industry is saturating the PPC market instead of playing the long game. CPA (cost per acquisition) has been consistently rising over the last 6 months because of this and some keywords are now well over $60. In my opinion, an increase in your paid advertising budget may not be a wise investment. Even though I anticipate improving the Adwords CPA, putting an additional $10k into evergreen methods will be more fruitful. Let me explain why..

One-Time, $10k Investment in SEO:

This is the main reason why we’ve been pushing for SEO. With PPC, we’re guessing the intent behind every search and don’t have an ability to get bad clicks back. There’s also no true way to determine if the “searchee” is a qualified candidate. Even when visitors are qualified, they’re comparing and contrasting other websites and pricing. Blogs allow you to nurture like we were talking about today – and it becomes an autopilot campaign that compliments a pay-per-click strategy.

Anticipated SEO Return:

Say you invest $10k on 4 blogs a month over the next 6 months and garner 250 emails and 100 leads.

At least 50% (125) of those 250 emails will be qualified customers at some point.

Using the same math as above, closing 50% of the SEO leads would drive a $25k profit ($15k margin) and almost a 3:1 ROI.

Imagine if that same investment drove you 200 leads over the course of the next year – $10k could turn into $50k ($40k margin) and a 5:1 ROI. and so on..

Suggested Marketing Action Plan:

If you do all of the work in one month and plan out the next 6, you’re left with an additional $50k that you’re still wanting to invest.

I recommend putting more money towards improving your on-site conversion rates. Revising some of the deficiencies of the website and improving your brand image will maximize your current clicks in Adwords.

Reasoning:

In July, we were right around a 7% conversion rate. In the last two weeks, we converted 68 of 975 clicks.

If we can get this closer to 20% (195), that would bring our CPA down around $65. Once we’ve executed this number, we can talk about scaling the campaign by adding $10k to the monthly budget. In addition to SEO, I think there are a lot of little things we can do to improve CPA – outside of bidding, tracking and writing compelling ads.

Additional PPC Improvements:

Conditional forms (similar to what Bluesoft uses)
- submission funnels that encourage people to continue filling out info by asking questions they can relate to.
Short Youtube Videos
- 10-15 second attention grabbing/pitch videos
- 1 minute interviews answering legit questions
- I’m confident in my ability to write and capture these videos by understanding the obvious wants/needs (and hidden wants/needs) of your target audience.
Original company photos on landing pages.
- You speak to consumers more when they feel like they can get to know the company before calling.
- Stock photos or basic images don’t allow you to stand out from the standard pictures everyone else uses.
- Capture photos that show landmarks (signage, building), branded props (letterheads, coffee mugs, pens) and actual employees/clients (meetings).
Graphics Showing a Simplified process
- Icons and branded graphics that explain your process with visuals and minimal text.
Email subscriptions on Landing Pages
- Offer deliverable (ebook, guide, free gift)
- Position valuable information in exchange for email
  - Industry news, law changes, lawsuits, educational content, etc..
  - This would go hand in hand with the blog strategy.
- This encourages interest if they don’t want to fill out a consultation form
PPC Management increase for Retargeting
- Youtube
- Display ads

Other Opportunities:

Hosting Workshops and Special Events
Sponsoring relevant events for brand exposure
Former Client Testimonial Strategy
- Email Campaigns to solicit more reviews (Facebook, G+, Yelp, Angies, Trustpilot)
- Free gifts for cell phone video testimonials (authentic and not a production)
Contests on Social media
About videos for stakeholders, managers, consultants, attorneys.
Create pricing transparency page ($1995 vs $1200 example)

Conclusion to: My Advertising Analysis with Action Planning

As you can see, simply increasing a budget isn’t always the best option. It may improve your lead generation, but if you’re not continuously improving – you’ll eventually become stagnant. Competition is real and they’re always looking for a way to bring you down. So, stop “competing” with them to see who can spend the most money and start investing in your customer’s experience.

The better your first impression is, the more likely people are going to choose you. Just because they click and arrive doesn’t mean they’re going to buy in. Improving conversion rates by a few percentile can save you thousands of dollars every year. Don’t make the selfish decision and PreFocus this time around.. Thanks for dropping by! -Jordan

Would You Like a Free Analysis?

I take pride in my ability to understand a business and it’s customers. In addition to sharing my time and perspective during consulting sessions, I avoid selling at all costs. I would rather you reach out to me down the road than try to talk you into buying into my mentality. At the end of the day, our PreFocus has to be cohesive. I have to know you’ve bought in before we can proceed.

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Capturing Apparel Branding for Website Imagery.

Jul 17, 2018 | blog, Branding, Content, Photography, Social | 0 comments

Behind the Scenes Look

at our creative direction and how we went about capturing apparel branding and website photos for American Stable.

Location: Buckeye, Arizona

Schedule About

An Introduction to PreFocus Branded Imagery

Helping brands improve their website presentation has been a passion of mine since launching PreFocus almost 2 years ago. Far too many businesses overlook the impact that on-site content can have. They believe having a website is enough. They think publishing a few pages will get them found. But, even when customers find your business, you still need to convert them. The digital realm is an extra competitive place these days and failing to create a memorable first impression leaves tons of opportunity on the table.

This is why I’ve teamed up with Bluesoft Websites to begin enhancing the user experience through actuality imagery. Even though I could build your site, it doesn’t really intrigue me. I’d rather help you wow your visitors with a compelling presentation. In order to explain how we create original content for your website, here’s how my wife and I went about capturing apparel branding for American Stable.

Securing a Location and Casting.

Client communication is huge when it comes to branding and marketing. Not only do I need to understand the business, but I need to know it”s ideal customers. I mean, how can anyone expect content to be effective if it isn’t relating or speaking to the right people? With this client, the setting needed to make sense.

Since their clothing line is flame retardant, 100% American-made and mostly worn by mechanics, ranchers and welders – we decided to photograph the apparel brand on a ranch. After rounding up some local welders, their trucks with welding rigs, some blue collars dudes and a bull rider, we felt good about the shoot.

Our Shot List and Creative Direction Summary.

We kicked off the production schedule (or shot list) with the bull-rider because, well, he had to ride some bulls later on that night. I wanted to Arizona sun to be apparent in these photos so the “cowboy” seemed to be working. I also wanted to use the brim of his hat to shade his eyes.

Once the sun started going down, I wanted to start capturing some of the welders at work. I knew the flame would look bomb during the “golden hour.” After this, I wanted to get some shots of the guys wrapping up their work day while using the flare of the sun for portrait poses. Then, we planned to close the shoot with all casting together for some beers as if it was a Friday night “cool down.”

Having everyone on the same page on the front end created expectations that we ended up overdelivering on. When people aren’t standing around waiting impatiently, they’re a pleasure to capture. Here’s some details on how it all went down..

hands of creator and strategist JT bed of custom welding truck on location for western photo shoot near memphis tennessee

Capturing Apparel Branding Photography.

Once we got to the cattle ranch, we easily scoped out the areas we wanted to capture. Knowing we were limited on time with the first set of casting helped us focus on three specific shots with a change of shirts for our “cowboy.”

Shot 1: Broken down tractor in the shade.

This was easily one of my favorite shots. Since the sun was still pretty bright, we knew we had to find a shaded area. This broken down tractor was edgy enough to capture some serious “break time” photos with the editing style I had in mind. Since most ranchers spend a lot of time alone, reflecting on a hard day’s work is something I felt American Stable’s target audience could relate to. I love how we were able to capture Ryan’s style and made sure he wasn’t uncomfortable being himself. It added a little flavor to the pictures. I think he owned it well for a first timer.

rodeo competitor thumbs in jean pockets with sponsored denim company branding photo shoot midsouth productions against tractor by cow barn with agriculture equipment near memphis tennessee

wide shot of bull rider leaning up against old red tractor in front of Midsouth cattle barn during creative photography session with prefocus for western website strategy

We took a variety of shots in this setting so we could leverage different angles for multiple marketing purposes. When investing in a branding photo shoot, you have to make sure you’re not just capturing photos for the website. You’re going to need quality imagery for your ecommerce platform, social media, blogs, and print or digital advertising. At PreFocus, we take pride in helping you use different shots for specific channels. Keep this in mind as we roll through this article.

Shot 2: Cattle Grazing in the Arizona Sun

The next setting was a little less scripted, but required a little guidance. It was difficult for Ryan to walk naturally in space, so we had him concentrate on kicking up dust as he went. This created a nonchalant stroll that looked great in the end. It also took some of the focus off of the overwhelming amounts of dust caused by the cows. We didn’t want Ryan to walk without expression, so we had some of the other guys talking to him as he walked towards the camera.

original rancher photos denim outfit local supplier lifestyle imagery for website and product content by creative strategist near memphis tn jordan trask

staging shots for clothing line marketing strategy and product display for website near memphis tennessee by creative director jordan trask from prefocus on location soutwest of nashville artist promotions

We didn’t have many props handy (we thought there would be plenty on-site), but we found some bolt cutters in the barn. Holding something helped Ryan pose a little more naturally during the next set of photos. This is where we executed the shot of his hat shading the sun from his eyes while looking onward. The bolt cutters solidified the shot by causing viewers to believe he’s in the process of doing something – not just posing. Small touches like this create a non-scripted perception and makes the content more believable.

bolt cutters on right shoulder of local cattle rancher overseeing cattle before dusk preparing to head in for dinner reflecting on the day written by creative strategist jordan trask president of prefocus solutions near memphis tennessee helping businesses position their quality products online for consumer trust

rancher herding cattle holding bolt cutters over should watching sun set on midsouth milk farm for apparel images for website by photographer near memphis tn

bolt cutters over the shoulder of denim clothed rancher as the day closes sun sets and cows kick up dust for product branding photo shoot with creative director Jt of prefocus solutions

cowboy with cattle at metal gate with dust everywhere left hand in pocket wearing quality american apparel captured by creative director for prefocus solutions in memphis tennessee

Shot 3: Adding a Little Pasteurization

For the last shot with the bull-rider, we wanted to shoot inside somewhere to accompany the lighter colored shirt. We knew that a darker background would create an attention-grab for the photo. We ended up finding an old pasteurizing station that had plenty of natural light. In order to continue the authentic trend, we focused on him exiting the stations while concentrating on turning the corner. Most of these shots will be used for blogs, social media posts and background images with an overlay.

leaning against wall of pasteurizing building at local farm near memphis tennessee khaki cowboy shirt company straw hat creative strategy by jordan trask of prefocus solutions

Shot 4: Photographing with Fire

This portion of the photoshoot was by far the most fun. To set the stage, we parked the welding trucks so that the sunlight would creep over the top of the barn. Doing so created some gnarly sunlight flares in most of the images. We started by capturing angles atop one of the adjacent tractors while the welder prepared his gear. Getting him comfortable with being photographed was our initial priority. He was a little nervous but once we got him into a routine, it was easy.

self employed service worker cleaning up equipment and tools at the end of work day with partner angled to capture sunlight and smile by creative director JT of prefocus solutions for clothing line branding strategy

standing on the back of a welding truck in ball cap with client preparing vehicle for branded photo session near memphis tennessee portfolio work

authentic image of welding professional removing fireproof gloves with quality work shirt dirtied for branded apparel strategy with creative director jordan trask of prefocus solutions on site photographer

Once we got some solid shots of the personality and his preparation, it was time to spark up the flame. We were right on schedule and the lighting was perfect. When capturing these shots, we started from further away in order to adjust camera settings as we moved closer. Without looking into the flame, we captured a handful of rad images while the welder was at work. By adding some dirt to his shirt, we were able to enhance the actuality of these photos. We also got a cool shot by asking him to engage in some trash talk with the other guys while putting his helmet on.

vertical image for ecommerce website by creative director and photographer jordan trask of prefocus solutions near memphis tennessee for clothing line marketing strategy 2018

sparks and glowing flame of welding process in fireproof shirt by creative director near memphis tn looking to capture different blue collar workers for american made clothing line product strategy

awesome welding images for professional branding strategist website campaign using originality and different blue collar industries using clothing line boldly creative direction by prefocus sparks flying blue flame

After we wrapped up the welding, I had another member of casting to jump in the cab of the truck for some candid shots. I asked her to take some jabs at the welder in a flirtatious way. We positioned her in the driver’s seat like she was waiting for him to finish packing up so they could head home.

woman in sunglasses as sun sets sitting in drivers seat of chevy truck in quality workwear for photoshoot with creative director jordan trask of prefocus soluitions on location strategies for website branding near memphis tenn

Shot List 5: Hero Images with the Boys

Since we didn’t have a lot of time for this photoshoot, I knew we had to capture as many different settings as we could. We started off with a few guys putting on work shirts and adjusting their gear. From here, we had them pose with a different truck and a less-distracting background. Shooting from the ground up gave these guys an authoritative presence that’ll be perceived well by the ideal customer.

business partners of home service company marketing strategy original photographer near memphis tn prefocus product positioning online

I really liked one of the guy’s facial expressions, so we decided to isolate him for additional modeling poses. The dirt road really enhanced the colors of the shirt while creating a cool perspective in the background. It ended up being a perfect shot for one of the header images on the website.

looking off to left at cow farm near mississippi and tennessee border for midsouth apparel company marketing strategist prefocus solutions for social media imagery

black and white original product imagery on model on location midsouth ms cattle ranch with long road agriculture creative director jordan trask of prefocus clothing line

In order to capture other shirt variations, we sprinkled in other members of the cast while creating different vantage points. These are great for apparel previews (on ecommerce websites) and social media posts. We lined up all of the trucks and set up different shots that would be perceived as authentic. We were purposeful in the way we grouped casting and encouraged them to relax and act naturally throughout.

group of guys hanging out around work site after job is complete having a beer in team work shirts for autumn weather showcasing brotherhood during authentic moment captured by creative director jordan trask of prefocus solutions in memphis tennessee

wives of blue collar workers enjoying american made apparel seated on back of work trucks laughing during sunset midsouth autumn creative strategist prefocus solutions near memphis tn

black and white portrait of quality work shirt apparel branding strategy beer in hand talking at end of work day with cooler of beer in back of truck creative director JT from prefocus solutons

Capturing Product Photos for the Website.

The last step of this project required us to capture pictures of the product. Although we had a number of ideas for the background, we ended up going with solid white. This causes potential customers to view the product as a high quality option. We set everything up in our studio and resized all of the images to create a cohesive look on their website’s Shopify plugin.

product photo of fireproof work shirt company branding strategist jordan trask at photo studio in olive branch ms black

black and red front pocket work shirt product display creative director ecommerce content specialist near memphis tennessee jt trask prefocus solutions

product photographer for ecommerce website sales near memphis tennessee front pockets fireproof welding company visual presentation prefocus

I want to give Ryan McGary a shoutout for giving us the opportunity to help his apparel business grow. My wife and I had a lot of fun during the shoot and everyone involved was great. We take pride in personalizing the experience so that comfort levels are high and authentic moments come naturally. When you take the time to communicate creative direction and understand your client’s vision – the process is a breeze. Thanks for checking out our creativity at PreFocus!

introductory images for company owners looking to create quality about pages for website strategy using creative director for original approach near memphis tn

country cow farm American flag sitting on tailgate of pickup truck drinking beer team photo by branding professional prefocus solutions on site photographer and drone pilot near memphis tennessee

original shot of blue collar worker getting done for the day in american branded attire with hankerchief for website imagery strategy for ecommerce platform creative directior khaki sunset near memphis tn

team photo western wear work shirts american made branding about us page creative writer and media strategist jt of prefous solutions in front of storage container wearing marketed product for authentic session near memphis tennessee

Need A Creative Strategy for Your Brand?

Jt working with clients on location at cattle ranch for marketing promotion and PR strategy for local brand memphis tn

If you’re located in the Midsouth or Memphis, Tennessee area, we’d love to learn more about your business. How can we really help you improve the perception of your brand? Feel free to visit our brand imagery page to learn more about our process and how we legerage originality to get creative!

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Writing About Pages Conclusion

Mar 10, 2018 | blog, Content | 0 comments

Hello,

I’m Jordan Trask

President of PreFocus

Let’s Talk About Writing About Pages

LET'S IMPROVE CONVERSIONS!

Writing About Pages Part 3

How to organize your why, what, who, how and where so that visitors buy into your business.

> PART 1 | PART 2 <

Writing Your Headliner

Now that you’ve discovered and written as much as you possibly can about your brand, it’s time to start formulating an easy-to-understand-message that resonates well. When kicking off your insight, it’s important that you position your promise. This is obviously the most important branding element. Not only is this something customers need to know and will appreciate – it’s also something your internal employees need to embody on a daily basis. Remember, your about page isn’t a sales page. You’re providing visitors with more information about you and what you’re focused on guaranteeing. When writing about pages, your goal is to engage, attract and retain over time. If you’d like, include a catch phrase and photo to personalize the experience even more.

Moz.com does a great job of encompassing this initial headline approach. As you can see below, they’re committed to making the web a better place. They even provide additional value by communicating, “loving every second of it.” Visitors can see and understand that Moz is set out to accomplish more than just the sale – and Moz wants the consumer to be a part of their vision while experiencing their passion towards quality.

Expanding On Who (or Why) You Are

The next thing you’ll want to do is briefly touch on who you are, what you do (well) and why you’re doing it. But, don’t overthink it as less is more. Look over your brand identity document to communicate authentic statements that positions differentiation and the core values of your business. What defines your identity best and why?

For PreFocus, I want it to be known that we’re an experienced and creative husband and wife team surrounded by talent with integrity. We’re doing what we do because there are flaws in the marketing ecosystem. We’re committed to helping our clients maximize the value the originality they bring to the marketplace. All of our affiliations support this promise and that’s all that matters. We all have our why’s – but our main focus is on brand identification and marketing return.

If the visitor is still interested, they’ll continue on with their scroll. This is where you can expand on your vision and mission statements. As you can see below, Shape does a great job of summarizing their company insight. They also have a great headliner that states “Handcrafted With Thought.”

You can also complete this section with blurbs if you’d like to title and summarize each point. Either way, always start with your who, what and why. This is where you begin to create clarity with a brand culture. Here is another amazing example from Mixd.

Talking About Who You Were

The origin of businesses tends to be one of the most overlooked aspects of about page writing. There’s a level of transparency and vulnerability there that some people aren’t comfortable with. Although I won’t force you to expand on your journey to this point, I will tell you that you’re ignorant if you don’t.

People want to see and hear about the bumps along the way. They want to know you’re comfortable humanizing yourself. Not only does this create comfort for consumers, it also helps them better understand who you are now. When they’re able to comprehend your purpose (or why you’re doing what you’re doing) then you become more believable. Not just for the about page, but as a brand.

Talk about the early stages and where the vision began. Talk about successes and pivots along the way. Focus on things that customers will value and keep it simple. If you’re able to engage people with an intro, then you can expand on your journey on other platforms. Once again, Moz does a solid job of keeping things short and sweet.

Elaborating on the “Who.”

Now that you’ve previewed the personality and promise of your brand, it’s time to elaborate on the people that make it all work. Every person should have a specific role and focus within the company hierarchy. Refusing to communicate roles can hinder the productivity of the business. I encourage you to list hobbies and interests, but be clear with their professional competency on every profile. If you do a good job with this section, certain customers will actually identify with employees they relate to. This promotes trust, but we have to make sure we’re also setting boundaries.

Even though a customer may feel more comfortable with someone in particular, they have to understand the culture you’re promoting is team centric. You initially communicate this by promoting cohesive photography, descriptions and designs. When one person stands out, you risk conflict within the workplace and favoritism amongst customers. Communicating cohesion sets the bar from the get go and shows visitors you’re committed to the process and not just acceptance. It also ensures you’re viewed as professional, which allows you to increase pricing based on perceived value.

Studio Airport does a great job of showcasing personalities while promoting cohesion. When you hover, the profile engages with the person next door. When viewing their about page, you also have the ability to click on each profile and learn about their role and corresponding experience. Nicely done!

Summarize The Process

When it comes to writing about pages, we have to try to avoid a landing page format. Remember, we’re briefly expanding on our provisions. If you have an extensive process, then develop a separate page for it (I’ll go more into detail on this in my next blog series). In the meantime, your next about section should include the introduction to your process with value propositions. In other words, differentiate your process the best way you can. The “what” has already been established. So, now we have to communicate how the people execute the “what.”

There are plenty of ways to do this. The easiest way would be to write a short paragraph summarizing the workflow while reiterating your promise. But, I’d recommend writing an even shorter summary followed by value propositions in blurb format. This way, you’re stating what do you for customers and how it’s beneficial to them. If you can summarize this with graphics, more power to ya!

Reaffirm Your Competence.

Once you’re done talking about yourself, it’s time to reinforce performance. This part of the page is where most visitors fully comprehend the parameters of your business. In order to reaffirm your ability to get the job done, you have to provide results. You can do this by posting testimonials, performance data or even through case studies. Try to communicate a variety of successes that speak to different types of people within your target audience.

Also, take a look through any additional value propositions you may have and include them. This is where you should be focusing on closing the visitor – solidifying your worth with substance. Wix.com does a good job of combining data with value propositions.

Ending On Boundaries With Room to Grow

If you don’t want to waste time on unqualified leads, then make sure you’re clearly communicating your limitations. Tell visitors what you’re not so they know what you are. Own your service area and don’t think boundaries will limit your value. If you’re doing a great job within your parameters then people will patiently wait until you can serve them. People take notice of value.

When you take the time to promote where you’d eventually like to be, people know you’re going about things the right way. You’re not chasing revenue or stretching customer service – you’re intelligently waiting until scaling is opportunistic.

Moreover, closing your about page with confidence leaves an impression. People love companies with high standards and challenging goals. If you’re transparent with your journey to sustain then achieve, the community will believe in the brand you’re committed to.

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Sometimes I write About Writing

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When you understand who you are and the descriptive phrases that define your business, you really begin to develop brand clarity. You start to realize how you should be marketing. What you should be saying - and how you should be saying it. Most importantly,...

How to Create Purposeful Promotions During a Pandemic.

by JT | Jun 5, 2020 | 0 Comments

In a time like this, not everyone has to fail. But if you’re focused on duplicating other entrepreneur’s efforts and following guides created by salesmen then it’s going to be an uphill battle. Inexperience can be devastating during unexpected periods of time – like a pandemic.

PreFocus Updates: True Branding Derives From Patience and Consistency.

by JT | Apr 24, 2020 | 0 Comments

When it comes to building a business, one of the most difficult things to embody is patience. As a visionary, I’ve always gotten sucked into my end goal and detoured by possibilities along the way. But you have to realize at some point that consistency (or constancy)...

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How to Write an About Page for Your Website Part 2

Feb 3, 2018 | blog, Branding, Content, strategy | 0 comments

How to Write an About Us Page for Your Website Pt 2.

Your about us page plays a crucial role in on-site conversion rates – especially in competitive market. Consumers want to find brands they can relate to, believe in and count on. Far too many companies overlook and even ignore the value of learning how to write an about us page. In order to communicate competency, you have to solidify that you're a credible option. So let's talk about the information that'll set you apart best.

Part 1 Consulting

First and foremost, copywriting is about a vision. So make sure you’re able to formulate the story before you get ahead of yourself. Also, as we go down the list, don’t forget about your brand purpose. There’s no need to create clutter on your about us page. Stay focused on the actualities of the brand and the customers you serve.

This will keep you from getting off track with a sales pitch. Most of your web pages may be conversion focused (with a CTA), but about page copy needs to be more informative and nurturing. The visitor perspective is all that matters.

What Exactly Are You Doing?

I want to kick things off right where I left off in blog 1.If your “why” is really hard to define, I urge you to reconsider your ambition. It’s going to be very difficult to scale with a supply and demand mentality. Besides, I believe in helping passionate people shine. Not glorified salesmen glorify themselves. Just because there’s a need, doesn’t mean you’ll succeed.

You have to be able to relay competence alongside the provision. In other words, zero in on what you do really well. What’s your bread and butter – than can be promised time and time again? Try not to reach too far and stay centered on unique traits and guarantees. Think about industry needs or the initial questions customers may have:

What are some ways you can identify with your audience?
What are you consistently executing and what do you want your reputation to be?
How are you enhancing the customer experience?
Is there a process or convenience that trumps the market?
Are there pain points that you’re committed to addressing?

Avoid selling statements in these instances and explain your value with substance. Be specific with your mission and where you’re aiming to be. Explain business processes, goals, culture and even achievements. Incorporate your reasoning and provide clarity on what the experience ought to look like. Anyone who knows how to write an about us page understands the importance of reiterating standards. There’s a big difference in telling visitors what you do and making a promise to deliver something. Don’t forget this. When you deliver on your promoted promise, customers will remain loyal.

Who Makes Up Your Company?

Although you’ve already highlighted the “why” behind your business, expanding on the characteristics of the people involved personalizes your ability to relate. Similar to the ways TV commercial use actors, this impacts perception. Get started by discussing the “why” of your major stakeholders and how it meshes with the brand’s.

Communicating the individual passion, experience and journey of everyone involved will increase brand credibility. Tell visitors why the culture is strong and show them how. When do you compliment each other and what does the past, present and future look like? Who’s in charge of what and why? Unique forms of transparency establish a memory.

Showcasing Internal Employees.

For the most part, a business is run by one person, or a short list of people. The main job of ownership is to formulate a team that can competently implement the vision and mission. So if you’ve got great people at the helm or in customer facing positions, why not introduce them? The more authentic you are, the more the local market will love ya!

This goes beyond marketing and learning how to write a website about us page. Are you ashamed or proud of the assembled team? Quality companies will have a sound hierarchy with a backup system that keeps employees informed and customers satisfied. Whether it’s the CEO, CFO, CMO, or members of management, talk about them! Sometimes, the least influential person makes for the best spotlight!

Invest Time in Your Introductions.

It’s not imperative that you list every employee; sometimes this can be cumbersome. However, service reps, operations staff, sales and business development deserve consideration. Expand on everyone’s professional experience, achievements, certifications as well as personal and relative skillsets.

I personally enjoy going as far as capturing the personality, interests and values of people within the business. This may seem like a lot of work – but trust me it works! Personalization only draws the right customers (and employees) in. The buy-in is what speaks loudest. Potential customers feel a lot more comfortable when they know a little bit about everyone that’ll be involved in their experience.

Brand Cohesion is Important on an About Us Page

It’s a huge advantage when ideal customers identify with someone on your staff. In a professional, team environment, try not to let individual profiles distract visitors from the identity of the brand. A cohesive presentation that’s clean is ideal for most workplaces. Every profile needs to include standard design elements with a team-centric approach.

I highly recommend taking professional headshots or even capturing a video for your about page. Not everyone is interested in reading. The consumer’s ability to see people speak, in action or at work is highly effective. A few hundred bucks on a simple production or some action photos can go a long way.

How Are You Different?

Differentiating your value will take your about us page to another level. In reality, this is where you combine “what you do” and “who does what.” Aside from the competent people that make up your organization, you need to be able to explain the cohesiveness of the culture and how it benefits customers. But before you promote it, you have to develop it.

Once you’ve truly been able to establish a brand culture, you can start talking about the ways each team member fits – or how they enhance the culture you’ve created. Be transparent with your expectations for everyone under the company umbrella about your expectations. Showing your dedicated to upholding standards matters.

Leverage what you do best. Detail how the experience plays out and what roles are required to deliver quality. Most importantly, how are you creating a culture that everyone can be a part of? Moreover, how are you encouraging people to believe your culture is beneficial to them? This is called a self expressive needs analysis.

Identify Brand Drivers When Writing An About Us Page.

If you’re a new-to-market product or service, this should be easy. But, if you’re already established, you’re going to have to convince people that you’re now fully committed to them. You can drive them towards trust with clear actualities.

What are the functional and economic benefits of your business?
What are the values of the company and it’s employees?
How are you training and implementing the aura of your brand?
How do you want to make customers and employees feel?
How do you want to make them appear to others?
What are the societal or environmental benefits of what you’re doing?
What types of partners do you value and how do you plan on working together?
You only have one shot at a first impression.

Your about us page can be your last chance to alter perception. Any ability to differentiate your value gives visitors a chance to see you as a superior option. Considering your impact on others, instead of your pockets, is the roadmap to customer loyalty. When you take the time to present yourself as a viable and genuine option, you’re offering a peace of mind. This makes it easier for consumers to pay more.

If you know how to write an about us page for your website, bounce rates also decrease. When trust is born, a visitor’s intuition of comfort kicks. In most cases, this causes them to stop sifting through alternative options and reviews. As a result conversion rates increase.

Where Do You Serve?

Before reading on, consider the way I worded this heading. The key phrase here is “serve.” Don’t just tell people where to find you. Explain how well you know the neighborhood(s) and let them know you’re happy to serve them within “X” parameters. The way you word your about us page matters.

Wouldn’t you want to know if certain terminology was deterring? It’s also important to be clear about your service areas. If a visitor has to waste time looking for more information or gets lost, the experience is already off to a bad start. You’ll probably have to work uphill to satisfy them.

Use the about us page to also discuss future logistics or company expansion plans. You may not be able to serve someone now, but it might be a goal of yours. Leaving a solid impression with a sound vision will cause them to continue checking in until you can. This works for any geographically based service companies. Think big and you’ll do well!

Writing an About Us Page Part 3 Preview

president-of-about-prefocus-jordan-trask-company-headshot-in-west-phoenix-for-pulsebandz-brand-ambassador Hopefully starting with your “why” helped you understand the customer buying cycle a little better. I’m passionate about helping my clients understand their customers. Before sending traffic to your site, knowing how to write an about us page is invaluable. Focus on your presentation and be yourself!

Far too many web developers and marketers overlook the importance of on-page copy. No matter how many people visit your website, your ability to convert them matters. In the final article of this 3-part-series, I’ll talk about organizing everything and structuring the about us page. Be purposeful with everything you do and always remember to PreFocus!

Need Some Help Writing Your About Us Page?

I take pride in helping my clients understand the importance of insightful content and the presentation of their value. It all starts with their ability to communicate a genuine message and create a solid first impression. If you’d like to discuss ways you can position your brand better, your first consultation is free!

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