Your “About Us” page doesn’t read like this one, does it? Email Marketing Software Tools and Email Tracking Software Tools.

(For those of you who cannot slog through it, for the record there are 25 uses of we, us, and our. And 3 uses of the word you.)

Marketing secret: the “About Us” page? That terminology? It’s simply shorthand for “What we can do for you.”

Nobody in your business world really wants to hear about you, your innermost thoughts, your fears and your dreams. They don’t give a fig about your mission statement. They just wanna know WIIFM. So give it to them.

More:

• Alas and alack… they don’t love you back.
• Examples to stay away from.
• Some more examples that, I dunno, just rub me the wrong way. Maybe it’s just me.
• Heck, when you can’t figure out a WIIFM? You can always fall back on recipes.