Did I ever tell you the story behind Trumpet Media? No, well pop the kettle on to discover how I went from a copywriter to a trumpet-blowing copywriter – with no musical instrument required.

It started when I was working with clients on their web content. We’d be sitting having a coffee and a good old natter about their business. They’d be telling me lots of useful stuff to add to their website. They’d be happy, enthusiastic, their eyes shiny and bright. And then I’d ask them for information for their About page. They sat back in their chair. They squirmed. They mumbled something about their CV. They did NOT want to talk about themselves AT ALL.

But this is the bit where you can really connect with the audience, I’d tell them. The bit where you highlight your experience, your talent, your expertise, your passion, your ‘why’. Yeah, they’d say, but it’s just sooooo icky. And then they’d suggest I looked at their LinkedIn profile (I did – it was dire).

What they meant by ‘icky’ was that it was embarrassing. And awkward. That good girls (and it’s mostly women, I’ve found) don’t boast.

Well I’m not having this, I thought. These people should be blowing their own trumpet. And if they REALLY can’t big themselves up, then I will. So I changed my business name to Trumpet Media and got busy with the trumpet blowing.

Don’t write in the third person

Helen is an amazing copywriter.

Yes, she is. I mean – yes, I am.

This is a GREAT example of trumpet-blowing, right. Er, wrong. The purpose of your website is to connect with your audience. And writing in the third person immediately puts a distance between you and your potential customers and clients. It sounds like an agent talking on your behalf and that you’re too busy/can’t be arsed to communicate directly.

Don’t get me wrong. If you’re a large organisation, you might want to talk about yourself differently (though I still think you can loosen up a bit and drop the over-formality). But if you’re Kevin the accountant, why put up a front? Be you, be real, be approachable. Be Kevin.

You’re gushing. Please stop!

Helen is a brilliant copywriter.

Yes, she is. I mean – yes, I am.

Some great trumpet-blowing going on here, yes? Um, no. Helen/I may well be one of the best copywriters you’ve ever come across – but it’s not for Helen/me to say so. Not like that, anyway.

Brilliant. Amazing. Fantastic. These are adjectives that mean nothing. Honestly, would you hire me if I told you I was an awesome copywriter? Doubtful. What about if my About page explained I had over 30 years experience as a writer? More likely.  And how about if there was some evidence to back that up? Very possible.

Trumpet-blowing isn’t about telling people you’re great – it’s about showing it. For a psychotherapist, that may mean adding your qualifications. For a florist, forget the diplomas and tell people what inspires you to create beautiful bouquets.

There’s no formula for your About page. The most important thing is to think about who you want to attract – and what they’d want to know about you.

* Squirming over your About page? Me and my trumpet are ready to help you

PHOTO: Halay Alex/freepik.com