Has this been on your ‘TO-DO” list too long?

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Doesn’t it seem as though some things linger forever on your “To Do” list? Some things are so easy to put aside…like dusting the bookshelves or scheduling a maintenance call.

First they appear with an annotation, “Urgent.” Then when other things get in the way they subside to the background … till a crisis breaks out and now you don’t have a choice.

That’s the role an About Page plays in the work lives of many of my clients…and me too, when I wrote my first websites.

Here’s why this happens.

Those of us who run service businesses need to communicate style as well as substance to prospective clients. Yet it’s hard to step back and write objectively about the benefits and outcomes we offer.

Then there’s the challenge of trying to explain what we do. Many of us work in services that didn’t exist five or ten years ago. Or what we offer is vastly different from the stereotype.

So listeners get that blank “what’s going on” look.

Online readers? They just click away to avoid dealing with their confusion.

But there’s good news, too.

When a task seems daunting, often you can find a shortcut. In the case of writing your About Page, the shortcut involves telling stories.