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b'For busy entrepreneurs, the\\xa0About page of a website is one of the easiest to put off. You might throw a few vital details up there, like your name (always a good place to start) and your credentials, and promise yourself to fill it out later. Maybe you even go back and try adding some details that paint a fuller picture of you as a person.\\nBut for many, no matter how hard they work on it, their About page just falls flat.\\xa0It feels fake, like you\\u2019re pretending to be someone you\\u2019re not. And that makes sense\\u2014we\\u2019re all taught never to brag about ourselves\\u2026so it feels pretty strange to suddenly write a whole page about why your customers should think you\\u2019re so great!\\nThat\\u2019s why I\\u2019m so happy to introduce you to Melissa Cassera. She\\u2019s a publicity expert (as well as a screenwriter and an actress), and if you read\\xa0her own About page, you can see that she is an expert on how to write about yourself in a way that comes out warm, genuine and authentically irresistible.\\nWhy Is An About Page Important?\\nMelissa compares the About page to the gown a Hollywood actress wears on the \\u201cred carpet.\\u201d It\\u2019s the way to show off both your importance\\xa0and your individuality at once, impressing people and engaging them at the same time. The About page is where you give people just enough information about you to want to know more.\\nIn other words, you don\\u2019t want to give away the whole story on your About page\\u2014it\\u2019s their intro to all the excitement that awaits if they choose to work with you. For the reader, it should feel like they\\u2019ve met you in person, looked you in the eye and shaken your hand.\\nSo how do you convey that feeling in words?\\nThink About How You Serve the World\\nRather than begin by talking about what you do, begin your About page with a line or two about\\xa0why\\xa0you do it. This\\xa0should be the element that guides you through the writing process for your About page. If you get stuck or are wondering if you are including the right kinds of details, ask yourself if what you\\u2019ve written paints a picture of the world/society/lifestyle/change that you are trying to build with what you do.\\n\\xa0Show Your Non-Professional Side\\nWould it surprise you to learn that the part of your About page that really sells you is the part where you talk about something besides work? This, Melissa says, is what really seals the emotional connection with people and allows them to get to know you on a more personal level. Not only that, but this section is what sets you apart from your competition. Nobody else has the same story, the same style, the same lovable quirks and personal motivations that you have.\\nAs Melissa says in her "Better Bio Challenge" blog post,\\n"Personal details aren\\u2019t \'frivolous\' \\u2014 they anchor you in the reader\\u2019s mind and showcase the \'person\' behind the \'business.\'\\xa0Try to include at least ONE little detail about your passions, guilty pleasures + personal life, in your bio \\u2014 and you\\u2019ll sparkle off the page, every time."\\nCreate an \\u201cAction Step\\u201d\\nBy now, your audience has fallen head over heels in love with you\\u2026so what\\u2019s the next step? Where does the relationship go from here? Melissa says this is the moment to offer them a concrete action step. Offer a free opt-in gift, list links to your five most popular blog posts, tell them to contact you to set up a consultation. Whatever your specific action step is, make it simple and immediate for them to make the next move.\\nGet more of Melissa\'s suggestions for making your About page actionable.\\xa0Click here to hear the\\xa0full interview.\\nThe Bottom Line: What Is Fame For?\\xa0\\nMelissa has a stellar blog post called \\u201cFour Questions to Help You Identify What\'s Not Working in Your Biz...And Make It Better.\\u201d In it, she offers this really thought-provoking quotation:'