Replace you’re “About” page with a “How We’re Different” page

Rather than an “about” page on your site/blog, may I suggest you replace it with a “how we’re different” page.

On the very rare occasions when I see “how we’re different” along the bottom or top of a site – instead of the more typical “about” – I almost always click on it, and I’m almost always glad I did.

It seems that companies who can quickly sum up their competitive advantage (i.e. what makes them different), and do so in human speak are pretty excited to highlight this.

Oh, by the way, if you can’t sum up how you’re different, don’t bother with a web site…or a business.

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