Let’s be honest, most of the ‘About Us’ pages of companies are dull, uninspiring and sometimes downright pathetic.
They shamelessly rave about their product as if the about page gives them the right to waste their readers’ time. They’ll go on and on about how their product is the best in the market, has a ton of features and how it will change the world without clearly explaining the actual benefits for the reader.
If you don’t want to be ignored by your prospective customers, stay miles away from this catastrophic trend of bragging. Instead, craft a simple and impactful message using the PAS copywriting formula.
PAS = Problem → Agitate → Solution
This formula has been used for the longest time and yet people fail to take advantage of it.
Let’s take the example of Freshworks ‘About Us’ page. Freshworks is one of the 16 Unicorns of India with a valuation of ~$1.5 Bn and their about page is written using the PAS formula.
1st Paragraph → They asserted the problem in a single sentence.
2nd Paragraph → Agitating the problem by describing how the software of today are doing just the opposite of what they should be doing – easing up your business management.
3rd Paragraph → Providing solution with their product.
4th Paragraph → This is an addition to the PAS formula where you tell your readers about the outcome from your solution either by using testimonial of a customer or if you’re Freshworks, you can subtly boast about the 150,000+ customers.
The copy of this page is short, precise, free of complicated jargons and super simple to understand, even for your grandma. I dare you to show it to your grandma and ask her for feedback.
This is what brilliant copywriting is all about. It has to be simple and focused on how it will benefit the reader instead of talking about yourself, even on your About page.
I’m sure Freshworks can boast a lot more than an average company but instead, they chose to use the PAS formula. And if they’re doing it, you can too.
P.S – Did you notice that I wrote this article using the PAS formula? 🙂
P.P.S – I recently hosted the CEO of Freshworks on my AMA Show. His clarity of thoughts and single-mindedness will leave you awestruck. Here’s my experience of meeting Girish and the full episode of the AMA Show.