How to Create a 90-day Content Calendar for Your Blog

Is planning your content creation for 90 days really possible? 

I know right now you might be thinking, "Absolutely not. It is a goal. It is an aspiration, but I'm barely doing 30 days." 

So we are going to remove the overwhelm, remove the mystery, and talk about the system to have in place to plan out your content for 90 days.

This question comes up a lot from my free community all the way to my paying clients who are constantly like, "How the heck do you create content?" 

It all starts with a plan. 

This blog (and video if you want to watch it here) is perfect timing.

I got this idea in June of 2021 that I really wanted to test my willpower and see how powerful my planning really was and I wanted to batch create 90 days worth of content within a two-week period so that I could thoroughly enjoy myself in Greece. Not to mention wifi is very unreliable and I didn't want to deal with that. I learned a lot living in an RV.

Now, I'm not recommending that that's where you start. No way am I recommending that you just start planning and creating 90 days worth of content right out of the gate, but I want to share with you how I'm able to do it. 

It's the exact same system that I've used to create weekly content, 30 days’ worth of content and now 90 days’ worth of content.

It all comes back to this plan and this system so you can use it to get your content out into the world.

90-Day Content Creation Plan

STEP ONE: Create Your Repurposing Plan

Step number one is to create your repurposing plan. 

Now, if you didn't already know this about us over here at Brandmerry, we are big fans of repurposing. It has also floated around with my clients that I should change my name to Repurposing Queen because I'm so obsessed with it. 

This need for repurposing came out of building my business while working a nine-to-five, being at home with my son, and then trying to be this whole entrepreneur thing. I realized I could not create fresh content every single day, but I did want to show up every single day. 

So that really introduced me to the art of repurposing, something I talk about in-depth in this video right here, where I actually break down the entire planning process of your repurposing workflow. If you don't know what I'm talking about, this video is going to support you in building your plan. 

So the base of your content system is your weekly workflow or repurposing plan. 

What I mean by that is: What is your core piece of content? You need to know this in order to plan out 90 days worth of content. 

For instance, for a really long time, my core piece of content was a live video that I did on Facebook and Instagram. I would go live every Monday, I would take that content, turn it into a blog post, I would push that out on Pinterest, I would share it in my Insta Stories, I would create an IGTV, and then I would create various posts throughout the week that talked about the same topic that I talked about on Monday. 

That's the art of repurposing. Think of it like a web and all of these other platforms coming out of that.

As my business grew, I started creating pre-recorded content that we could do 30 days in advance. We would repurpose that, transcribe that into a blog post, put it out on Instagram, put it on Facebook, put it out on Pinterest, all the things to where we are today. 

I've really mastered the art of repurposing so that I now have two core pieces of content. I have a weekly YouTube video and a podcast, both with completely different content ideas. So I have two new ideas every single week for 90 days. That's a lot. I get it. You do not have to start there. 

I recommend just starting with one. When you really think about it, all you're planning for 90 days is one idea every week. Doesn't that make it a lot less overwhelming than thinking about it every seven days? I know it does for me. 

The first thing you want to do is determine what your custom repurposing plan looks like. Again, watch this video because that's going to go through the entire process.

STEP TWO: Brainstorm Ideas

Step two is a brain dump of sorts. It's really a brainstorming session that happens every 90 days where you are just dumping ideas for content creation. We're not going to stop here, there's way more strategy involved, but you've got to get the juices flowing. 

At this stage, what I recommend is having a very simple spreadsheet where you're just listing out all the different ideas that you can create for your core piece of content.

Now, you want to start to think about launches. Is there anything that you're going to be promoting within the next 90 days? Is there something new that you're going to be offering? 

You want to think about any events that are coming up, whether that's within your own business or outside of your business. Think holidays, Black Friday, end-of-the-year sales, those different things. 

You also want to start to think about some of the top questions your audience has really been asking you. If there's something you've noticed that people are asking you over and over and over again, it's probably time to deliver some information around that. So you want to use this as a brain dump.

This is also really helpful if you want to conduct some fresh market research, which I talked about in this video right here, where you can take some fresh market research that you've done and put that into your spreadsheet. 

You're not thinking too analytical about this process, you're just getting the information out there, and you're letting the juices flow. 

At this stage, I also recommend thinking of any content that you could use from live events that you've done. Maybe you did a podcast interview and you haven't shared that out with your community. Think of ways that you could repurpose content that you haven't repurposed. This is really going to help you so it doesn't feel like you're constantly creating fresh content. 

In fact, for my podcast, The Brandmerry Podcast, I repurpose live videos that I do on Instagram. I release those recordings weeks later on my podcast and that really helps me because I don't have to just constantly be creating fresh content.

STEP THREE: Plan Your Content

Then the final step, if you haven't done this already, is to put that information on a spreadsheet with your dates and if you want to, you can absolutely start putting this in a task management software. 

I personally like to organize my entire spreadsheet before I add it to the task manager because it just saves a lot of time back and forth. The task management software that we love to use is called ClickUp. 

At this stage, we are focused on getting the information inside of the spreadsheet. It doesn’t have to be anything fancy, a simple spreadsheet will do.

**If you want to watch this entire process as a screen share, I recommend hopping off of the blog and over to my Youtube channel to watch this video explanation. You can watch this video here. 

In the first column you want to have your release dates. So, I release a new Youtube video and blog every Monday. Then again, I release a podcast episode and blog every Thursday.

In the second column you can create a drop down menu with different status of the project. This is just for my end. I'm the main person who uses this spreadsheet. Once everything feels final to me, that's when I upload it or add the information to ClickUp. 

At this stage we’re just organizing your spreadsheet with your content ideas you’ve finalized. 

We've got the release date. 

We have statuses drop down. I just have very, very simple things here: Research, ready for notes, recording, editing, workflow initiated, and posted. 

"Workflow initiated" just means that we've input it into ClickUp and it's started its process. 

At this stage, I’m also adding the title once it’s been finalized. This is the big piece of the puzzle. 

This is the piece of the puzzle that people forget about. I recommend conducting your SEO research at this stage. A lot of people will teach you to wait until you’ve recorded or written your content. But, I recommend figuring it outright at the beginning. 

This information is going to help you finalize titles, which is going to play a role in formatting your blog, it's going to play a role in your thumbnails, it's going to play a role in everything. 

It'll allow you to finalize your title based on SEO and it's going to allow you to understand what keywords are going to help you, which will also help you in formatting your content as well.

There are two platforms that I prefer to use for SEO research. 

The first is called Ubersuggest. I've talked about it multiple times on this blog. You can use a paid version of that, which is what I use, or you can do a few free searches every single day. So you'd have to be really strategic in that week when you're planning it out. 

Ubersuggest is a fantastic platform that will allow you to type in the main content idea and then determine, "Hey, what is the search volume? Is it really difficult for me to rank for that?"

You'll see that I have two columns here for that: Search Volume and SEO Difficulty

I don't use these in my business for the podcast and the blog specifically because I've been doing this enough that I know, but a lot of my clients love to put in how much is the search volume and what's the SEO difficulty when they're in that initial stage of modifying their title. 

This information can be found using the Ubersuggest tool I mentioned previously.

But you're going to want to do this research to find out if people are actually searching for this. You want to play with your title quite a bit.

For example, I have a podcast titled “Your Brand Values.” For podcast titles, I like to keep the title shorter, but you'll see after I did my SEO research, the title for my blog modified to, “What Are Brand Values and Why Are They Important in Personal Branding?”

Because by doing my SEO research, I was able to find that this was a great combo. "What are brand values?" was a top question that people are asking on Google. Then the keywords of "personal branding" are ones that I always want to rank for, so I added that and made a long-tail keyword.

You'll see how doing the SEO research is incredibly helpful. We know what the podcast titles are going to be. We also know what the blog title is going to be and then I also write my SEO description based on the keywords.

Then you can use this research to also write out your SEO Description. 

For the brand values, one we did "Clear brand values are essential as an online brand in 2021 and beyond," and "over to the blog to learn more about what brand values are important and how to find yours." Your SEO description is just more enticing. If someone saw this title on Google, what could you say to them that would get them to click through on your blog?

This research is so important because if you're going to take all the time and the energy to create your content, you want to make sure that people are actually finding it. 

Another tool is called Keywords Everywhere. I've talked about that platform before. That's another helpful tool. If you're doing your content on YouTube, the tool that I also love to use is called TubeBuddy.

For podcasting specifically, I won't do a ton of SEO research for the podcast title. That's for my warm audience. I will use Ubersuggest to finalize the blog title. 

For YouTube, I will finalize the YouTube title based on the research that I find on TubeBuddy. TubeBuddy is just a tool that you can use that integrates with your YouTube search engine and will help you figure out what you're most likely to rank for based on search volume and competition. 

For instance, this six-month planning step-by-step, I think originally my title was “How to Plan Six Months in Your Business”, but it was not giving me a great score, so I played around with it and ended up with “Six-Month Planning Step-by-Step Business Calendar.” 

We don't know what we don't know. Let the data tell you what you should name your content. That's why it's important to brain dump all your stuff into a spreadsheet and then go through each of these and finalize the title.

So all in all your spreadsheet will contain the following columns:

• Release date

• Status (if you want to track this on your end)

• Final title (Youtube, podcast, blog, etc) depending on your repurpose plan

• SEO Title (if different)

• SEO Description

• Tags or keywords (tags are used on Youtube)

• OPTIONAL: Search Volume and SEO Difficulty

This stage is going to take you a little bit of time in the beginning, but it is 100% worth it because you're putting the pieces in place to make sure that your content is actually discovered. 

Again, at this stage, you want to finalize your spreadsheet, finalize your dates, finalize your titles, finalize your SEO, keywords, your descriptions, your titles for your blog, have it all done, because it will help you plan out how you actually create it.

Once you've finished the spreadsheet, then we can move into the next step.

STEP FOUR: Add To Your Task Management Tool

ClickUp is the task management software that we prefer to use. You could also use something like Asana, another very, very popular one with entrepreneurs. 

With the weekly workflow, I obviously have a team, so I’m cosigning a lot of different stages of the workflow to my team. However, in the beginning, I too was doing this by myself and I have just found that organizing it in a weekly workflow is incredibly helpful for making sure that things are moving along.

As I've mentioned before, we are repeating our workflow every week. Nothing is changing. Whether you're creating new content every week based on your 90 days of planned content or you're batching it all together, what we're doing for each piece of content stays the same. 

Inside of ClickUp, we've created some automation and some templates that we can use. 

What I do is dump all of the final titles in the first column. So I'll just pull directly from my spreadsheet, put them all in here as a new task. Then I go through and I pull them either into YouTube or podcast, depending on what they are.

I would do this for each of the pieces of content that I'm going to create. Once I've done that, then I'll pull it to its corresponding piece. My automation will start pulling in the checklist that I have designed and it will also pull in all of our notes and different things like that.

The statuses that we have are:

• Idea Dump

• Youtube Schedule (this is when the automation kicks in)

• Podcast Schedule (this is when the automation kicks in)

• Research and Notes

• Recording

• Editing

• Ready for Blog

• Youtube + Blog Scheduled

• Podcast + Blog Scheduled

• Complete

Each of the pieces of content I’m creating becomes a new task and moves through the statuses.

ORGANIZING MY CONTENT

I highly suggest watching this screen share video to see how each task is broken down into a specific workflow.

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CONCLUSION

I just gotta tell you, being in it where I'm bulking 90 days worth of content, it is absolutely amazing and will save you so much time and energy.

When you have a system in place, it just makes it that much easier. 

Now, the first time that you do this, the process might take a little bit longer. Maybe you're not five years into your business and know your ideal customer like the back of your hand. 

Maybe you're just starting out. You're going to get in a rhythm. It's going to start saving you time. But I promise you, if you get into the habit of planning this out 90 days at a time, it's actually going to save you time and energy. If you're trying to come up with topic ideas every single week, you're going to find that you're wasting time. 

Do all of your research at once, add it all into a spreadsheet, add it to your task management, and then the final piece of the puzzle is actually scheduling a time when you're going to create the content.

Now, we're focused on planning content right now. I'm not recommending that you sit down and record all your videos in one week. That might be a faraway dream for you, but at least get it on your calendar. 

Tell yourself and your Google calendar when you're going to record those podcasts. When are you going to record those videos? When are you going to write those blogs?

When I first started, I did this every Monday. So I knew what I was talking about for 90 days. 

Then every Monday I would sit down and I would say either write a blog or I would record my video or I would go live, whatever my core content was at the time, and then I would transcribe and get it on the blog and all of those different things.

I just refined that practice week after week. Then I moved into batch recording for 30 days. Then I moved into 90 days. That became a lot easier when I had a team and we used platforms like rev.com to transcribe. I dive into so much more about repurposing in this video. 

I mean, I know I've told you like six times to watch it, but if you haven't, you got to watch it. All this will make sense when you do.

In next week’s video, I’m releasing my first vlog where I document the process of creating all of the content I had planned.

Make sure you head over to the Brandmerry Youtube channel and subscribe so you don’t miss it. 

And remember this is just one piece of a solid marketing strategy. So if you’re ready to elevate your marketing strategy and really master the art of online marketing, then check out my free training.

P.S. Planning and creating your content doesn't have to be a constant struggle. There is a better way to research, plan, and create your content as an entrepreneur and it's all inside the Content Planning Blueprint!

The Content Planning Blueprint is perfect for online business owners who know the power of content creation but are tired of spending all of their time coming up with ideas, organizing their content, and wondering what will attract their dream clients.

In just a few hours, you'll have 90 days of content planned, a repeatable workflow to save you hours on creating and distributing your content every week, and content topics that will keep performing for your brand for years to come! Get your blueprint now >>

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

Market Research: How to Perform Better Research for Your Brand

Prefer to watch this blog content instead of reading it? Head here to watch it on the Brandmerry channel.

I'm going to make a pretty big claim right now and say that ideal customer work can make or break the success of your business. And there are a lot of different reasons for that. I'm going to cover those in today's blog and I'm also going to share with you how to conduct better market research. 

We no longer needed to get on the phone with individual people every 90 days. We don't always have the time and the capacity for that. Now I'm not saying that that's not a good strategy, but there are other more effective ways to do ideal customer research that is actually going to help you in the long run with your marketing. 

There are two things that we do really well over here at Brandmerry and that is helping you build a personal brand around you and your story and teaching you how to market very effectively, to have incoming leads for brand awareness, and ultimately converting them to paying clients. More income, more impact. That is our goal. 

And both of those categories rely on ideal customer research. 

I know you've heard about the ideal customer avatar. You might even be at a place where you're like I'm so sick of this work. I get it. And I hope that at the end of this blog, you're feeling revamped, re-energized, and you have a new strategy to get the feedback and the information that you need to totally elevate your branding and your marketing. 

So why is ideal customer work so important?

Well, at the end of the day, you have a business. You're selling to someone and you better know who the heck they are or they're not going to buy from you. As I've mentioned, ideal customer work plays a role in both branding and marketing. 

So from a branding side, we want to focus on ideal customer work to really understand who your customer is at their core. Understanding what their big problems are, their struggles, their goals, their aspirations is incredible information.

You can even use ideal customer work to find out what social media platforms they're hanging out on, where they get most of their information and other people that they look to for advice in your industry.

The branding work and ideal customer work can help you set a very strong foundation for your brand and your business moving forward.

Once you know who your ideal customer is, it's much easier to craft your offer to serve them at the highest level.

You can craft better messaging, which has got to play a role in your website copy and your marketing. You're also able to better understand emotional branding, which I talk about in this video right here, where I share a little bit more on how we make our audience feel and the connection that we create. 

In addition to that, one of the things that play a huge role in branding is the art of storytelling. And in order to tell great stories as a business owner, you've got to know who you're telling those stories to. It's not enough to just share stories to share stories. We want to share stories that are going to motivate our audience to take action, aka buy our product or our service.

So from a branding perspective, ideal customer research is so important because it's going to set the foundation for everything that you're going to create in your business. 

From a marketing perspective, it's all about content. 

When you're thinking of content, you want to make sure that you're thinking of content that not only attracts new people to your community but also moves them through the client buying journey. 

I talk about that entire journey, that entire process in this video right here. 

It's really important that you understand that your content is there to not only let people know who you are, build that brand awareness, pull them in and attract them, but ultimately connect with them, leading to the sale. 

It's so important to understand who you're talking to and ultimately who your business is for.

KEY ELEMENTS TO UNDERSTAND ABOUT YOUR IDEAL CUSTOMER

I want to share with you some updated strategies for doing your ideal customer work. But before I do that, let's talk about some of the key elements that you need to understand about your ideal customer. 

TIP #1: IDENTIFY DEMOGRAPHICS

I recommend that you start broad and then narrow it down a bit as you go. 

So this stage is all about the demographic. These are the things that you know about the person that you ultimately want to work with or who your product and service are ultimately for. Depending on where you're at in your business, you might have more information about this individual or you might have nothing. 

At this stage you want to think about the individual people who AREN’T the right fit for your brand, ultimately starting to narrow it down.

One of the ways to do this is to focus on things like demographics. 

What do we know about this person? 
Is this person just graduating from college? 
Is this person a working mother? 
Who is this person?

And I'm not recommending that you have to focus on men or women or mothers or not mothers, but those are some of the things to start considering.

What do you know about the individual that you want to work with? The offer that you're ultimately creating, who is it really designed for? 

This information is going to help you narrow it down from everyone, which is not an ideal customer, to getting a little bit more specific. 

TIP #2: ANSWER THE TOP QUESTIONS

Then the next thing you want to do is answer a few top questions.

• What is the problem they are facing now?

Every single business has to solve a problem. This is actually part of the niching down process.

If you don't solve a problem, you're going to have a really hard time selling anything. And just so we're clear every product, every service can solve a problem. It's your job to figure out what that problem is and narrow it down really specific to your ideal customer.

So let's say that my target market is new moms and I sell a program that teaches you how to tidy up your house. The problem is that new moms don't have a lot of time in their schedules. They're tired of a messy house. It's overwhelming. It's weighing on their shoulders, not speaking from experience at all. And they want to understand better strategies to keep it maintained if you will. Keep their sanity. 

So the problem is that they want to be able to tidy up their home in a limited amount of time. And they don't understand exactly how to do that. 

Every single thing comes down to a problem. 
What is the problem that your ideal customer is facing?

• What are their struggles with that problem?

How are they feeling about that problem? Where are they now? 

This is incredibly helpful with marketing because it allows you to connect with your ideal customer and allows them to feel seen, heard and understood. 

• Where do they want to be?

So they've got these current struggles, they've got these pain points, they have this problem. What do they ultimately want? 

If they resolve this problem, what does life look like for them? Do they suddenly get to make their eggs in 10 seconds and stop cursing every morning at their pan that keeps sticking? 

You want to understand what the core problem is, where they are now, and what those pain points and struggles are. 

How would they describe that to you and where do they ultimately want to be?

• What are the specific obstacles in their way?

Why haven't they solved the problem yet? Why haven't they done it on their own or with another product or service? What are some of the things that they're specifically looking for that they haven't found? 

Another thing that you can start to explore is the objections. 

I find that these are incredibly helpful for service-based entrepreneurs. If someone hasn't solved their problem just yet, they probably have some obstacles standing in their way. 

What are some mindset pieces that they have? Maybe they think they don't have enough time to do the work. Maybe they think that they don't have the energy or the capacity to take on something else. 

What are those objections? These are incredibly helpful when it comes to selling your product or your service. If you can understand these obstacles and the objections your ideal customer is going through, then you can use that in your marketing.

So these are just some questions that you can start to organize the research that I'm about to give you my favorite tools for, into these little categories. 

This is going to help you with your branding and your marketing overall. 

MARKET RESEARCH STRATEGIES

So let's now talk about some of my favorite ways to do market research. 

Number one is a free tool that not enough people know about that is incredibly powerful. When you think about your own life and your own customer journey with different products and services, where do you turn when you need something? Google. 

We all go to Google. It is a database of information.

And the free tool that we love to use is called Answer The Public. 

Answer the Public

What Answer The Public does is it takes the information from Google and it categorizes it into questions and into sub-categories. So you can go on to Answer The Public and type in an ideal customer that you know you want to work with. 

You can type in a core problem. 
You can type in your industry. 
So you can start as broad as you want. And then it will divide it up into a bunch of different webs. 

Let's say I type in brand photography. I am a photographer and I want to sell brand photography and I want to better understand my ideal customer and what they're looking for when it comes to brand photography. 

I can type in brand photography and then it's going to show me all of the top questions and searches related to brand photography.

With each of those, you can actually click and it'll open up another tab and show you the Google searches. It'll show you the most popular blog posts, the most popular websites. And you can start to do a little bit of research. You can get as granular with it as you want, but what this is really offering you is information on what your audience is asking. 

This can go back to what they are struggling with? 
How are they phrasing their problem?
What outcomes do they ultimately want? 

Answer The Public is an incredible, helpful tool and it's free with a few searches every single month. So you can definitely use it to your advantage.

YouTube

YouTube is a search engine platform meaning that people are turning to the platform to look for solutions to their problems. 

You can use YouTube's basic function by typing in brand photography. We'll just run with this topic, brand photography, and see what YouTube is suggesting auto-populates.

This can be incredibly helpful for finding some of the top searches within your industry. 

Further than that, you can start to explore some of the top videos and look at the comments section, see what people are asking and if it's a really popular video and you're seeing that it has tons and tons of views, that's probably a top struggle that your ideal customer is dealing with. 

So not only looking at the topic for the video that has a bunch of views and saying, “Wow, okay, this must be something that my ideal customer is struggling with if everyone's watching this,” but also exploring the comment section. 

This can be incredibly valuable for grabbing specific language that your audience is using.

Pinterest

To piggyback off of YouTube, another search engine platform that we like coming in at number three is Pinterest. 

Oh, I just love Pinterest so much. As a marketer, it's a freaking goldmine. 

Pinterest uses a very, very similar feature because it's a search engine where it will auto-populate with the most popular searches. 

So if you're going in for brand photography, you type brand photography in the search bar, Pinterest will help you out and tell you the top searches for brand photography.

It'll just kind of fill in those keywords. Again, another incredibly helpful way for you to start to get content ideas and information from your audience.

Amazon

The next one uses another popular platform that we're all familiar with and that is Amazon. 

Look, no matter how you feel about Amazon, it is where people are buying their books. So one of the things that I started doing really early on in my business was starting to explore book reviews. 

Finding books that were related to my industry. Now I totally understand this might not work for everyone. With all of these, take the ones that will best serve you and your industry and run with them. You don't have to use all of them, but this is a really helpful one especially if your industry typically has very specific topics and books related to what you do. 

So let's say I am focused on marketing. I can go to Amazon, type in marketing, and choose the book option from the dropdown.

This is going to show me all the top marketing books. I'm going to look for the ones that have the most reviews because that's where the information lies. 

I can then go to that book, I can read a little bit about it. 

What was the general idea of the book, scroll down and start reading the reviews. Now the positive reviews are nice, but what you really want to focus on are the negative reviews. 

What did people say? 
Did they say it was too simple? 
Did they say that it didn't answer this question? 
Did they not like it because of X, Y and Z? 

This is going to give you more information about what your audience is looking for and a possible gap that you can fill in your content creation.

Community Forums

The next one is all about community forums. Now I'll be honest with you, I don't use this one very often, but I've had a lot of clients who find success and use them for themselves. 

The community forums, Reddit is a great example of this, where you can go type in a specific topic, whether it's a specific problem that you've identified for your ideal customer, your industry as a whole, or something that you specifically do. 

Personal branding would be a great example for my business. Type that in and see what people are talking about. See what types of questions individuals are asking. This is a really helpful tool for getting very specific language for your ideal customer. 

In addition to that, and one of the platforms that I'm a little bit more familiar with and comfortable with is Facebook groups. 

Now, I am not suggesting that you go into every Facebook group and you just start asking random questions. Exhausting, outdated. We don't need to do that anymore.

Facebook has a search function, so you don't have to do all of the outward postings and choosing a cute pic for attention. We just get to go into the Facebook group that we know is full of our ideal customers, go to the search bar, and start typing in very specific keywords related to the things that you offer, your industry, your problems and see what questions come up. 

Whether that's a single post or actually in the comments. I have found gold mines in Facebook groups before.

In fact, and I'm going to be sharing with you, how I map out 90 days worth of content, that video is actually coming out next week. One of my favorite places to find content ideas are Facebook groups. 

Survey Your Audience

The last one I'm going to share with you is really helpful if you already have an audience. Now, you don't have to have a huge audience. You don't have to have thousands of email subscribers or fans on Instagram or whatever you use to classify an audience for your business. Although I recommend that that's your email list. You can have 10, 15, 100 people. It doesn't matter. 

This tool is really helpful for getting really specific information from people who've already said yes to your brand. And those are surveys.

Every 90 days-ish, I will put together a survey for my audience and ask very specific questions like:

What are you struggling with right now?
What is the number one problem that you're facing?
What are you looking to do within the next 90 days?
What would you love from me?
If I could create one piece of content that would help you, what would that piece of content be? 

And that's incredibly helpful for getting specific feedback from your audience, making open-ended questions so you can get very specific language and then using that to create your content moving forward. 

Conclusion

So no matter which one of these options you choose, I hope that you see that there is so much information waiting for you on the internet. 

The biggest thing I want you to remember is that we’re focused on getting specific language from our ideal customer. 

It's not enough to assume what our audience is saying. We really want to use the words that they are using to describe their current struggles, to describe their problem, to describe where they ultimately want to be. 

That is going to help you with your marketing. 
It's going to help you with your messaging. 
It's going to help you with your consistent income as a business owner. 

---

- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

---

- READ THE LATEST POSTS -

---

MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

Building a Sustainable Online Business: 4 Mindset Blocks to Be Aware Of

Building a Sustainable Online Business:
4 Mindset Blocks to Be Aware Of

BY MICHELLE KNIGHT

On Episode 9 of The Brandmerry Podcast, I’m sharing a recent interview I did with Brandmerry Mindset Coach Tani Morgan.

In this lively conversation, we’re sharing the Mindset Blocks Keeping Entrepreneurs From Building Sustainable Businesses.

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In today’s episode, you’ll discover:

++ The 4 mental blocks entrepreneurs come up against at every stage of their journey to 6-figures and beyond.

++ How best to move through these blocks, Tani and I’s favorite strategy for recognizing what’s happening and how to move forward.

++ Why mindset and strategy are equally important as an entrepreneur who’s to build a sustainable business.

++ Two areas (both mindset and strategy) that we find most entrepreneurs struggle with feeling worthy and how it’s affecting their business.

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TANI MORGAN is a Mindset Empowerment Mentor who supports business owners in overcoming stuck patterns, embodying greatness and amplifying their purpose & power to create a profitable soul-aligned business.

Tani uses a unique blend of techniques to free entrepreneurs from limiting beliefs, inner criticism, and societal pressure. Her clients uncover their inner wisdom & true authentic voice so they can easily share their inherent gifts to make money doing what they love and create a positive impact in the world.

Tani’s story began when she had achieved all the things she thought she wanted and realized that still, she was not happy and fulfilled. She felt a call for something more and began to connect with, listen to and follow her intuition. With this inner guidance, she has created a thriving heart-led business and soul-fulfilling life. Tani continues to empower entrepreneurs to live as their highest self while also working to raise her own consciousness in hopes of attaining enlightenment.

Connect with Tani on Instagram at @tanimorgan

Connect with Michelle on Instagram @michelleknightco

---

- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

---

- READ THE LATEST POSTS -

---

MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

What To Do When You Don't Hit Your Business Goals

BY MICHELLE KNIGHT

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I hope that this title really caught your attention. 

I know it did on Instagram when I shared that I didn't hit my goals in business. And I was really hesitant to share that for obvious reasons, but the response that I got really reminded me how important it is to share this side of being a business owner. 

Because it can always feel like everyone around you is fucking nailing it and you're over here like, "What? What did I do wrong? Why am I different?" 

But the reality is nobody's nailing it.

We all have these moments where we don't necessarily hit our goals. I'm five years into running this business, which is kind of nuts to think about. There have been numerous times that I haven't hit my goals, but I've always made progress and moved forward even when I didn't hit my goals. 

So, when I posted that Instagram post, it made me kind of think, "What would I share with entrepreneurs specifically about NOT hitting your goals?" 

And then as fate would play out, I had a client who hosted their very first challenge and it didn't go as they had planned. We had a whole conversation about, "What does that mean? What could we have done? What do we learn from this?" And I was like, "Oh my God, I just need to share this on the damn podcast." 

So that's how we got here today.

BUSINESS EXPECTATIONS

I think that there is a very thin, beautiful, kind of wiggly line between goals and expectations. I think we get the two confused quite often. 

I'm a big fan of setting goals, many of you know this. It is like in every program that I'm in if you work with me one-on-one, I'm always asking you, "What are your goals?" because it's really important to reverse engineer. I think one of the best strategies that we can learn as business owners is to reverse engineer.

Thinking about where we want to go and the steps we need to take to get from point A to point B. 

It breaks down the whole planning process and it makes it actually quite simple and less overwhelming.

Goals are measurable. We know this. We've learned this in school. You can actually look at a goal and say, "Yes, I'm 20% there. I'm 50% there. I've already surpassed that." 

Expectations are very different. And I've found that expectations tend to be very emotional, where goals are achievable and able to analyze when we remove the emotion. 

There comes a point where you have to remove the emotion and say, "What is the data telling me?" 

But that doesn't change the fact that we go into a launch or putting our business out there or whatever without expectations, without the emotion behind it and why it’s important that we are paying attention to why we're setting the goal.

WHY DO YOU HAVE THIS GOAL?

The first thing you want to identify is...What is the goal?

Make sure that it's measurable; typically some sort of a number. 

Then, get clear on why you have that specific goal. Ask yourself, “Why is this goal important to me? Why am I going for this goal?" 

And then, and this is the hard part, strip away all the BS around what you should be doing.

I'll give you the example that I posted on Instagram. I posted on Instagram at the beginning of June that I didn't hit my goal for my Academy launch. 

Now, Brandmerry Academy is a marketing membership that I host along with the Brandmerry support team where we support entrepreneurs in marketing their business without relying on social media. 

I have launched the Academy three times since the doors opened. I basically put the whole thing out into the world at the beginning of 2020. As I was gearing up for this launch, I was thinking about our launch in January 2021. It was epic. It was so good. There were a lot of different reasons for that. 

One of which is that I had another program that was ending, the support was ending, so a lot of those members went into the Academy. And then we brought in a lot of new members. We did the same in terms of numbers this launch as well, bringing in the same percentage of new members, but I didn't have an existing program ending, so we didn't have that kind of rollover.

I wasn't planning on that though. I wasn't planning for that. But I was planning for a giant launch.

When I say giant, like big, scary to me, not necessarily to someone else. Maybe to you listening, it might be absolutely terrifying if you've never launched anything before. But, I was essentially going for a $50,000 launch, which is not something that I have done to date. 

And I felt really good about it. I felt really confident in it. Obviously, there are some scary feelings, exciting feelings as well if you're jumping up that high, which we were, almost doubling what had been done previously without spending more on ads.

So, when I didn't hit my goal, there was something that I think we all go through. There was number one, "Okay, what happened? What did I do wrong?" I think that we can all be honest with ourselves here and say that that's kind of where our mind goes right in the beginning. 

But I've done this enough to know that even if you don't hit the goal, it doesn't mean that it was a complete freaking flop or a failure. That’s why it’s so important to remove the emotion because it also doesn't mean that there's anything wrong with you.

WHAT DOES A FLOP TELL US?

So what does it tell us and what do we do when we don't hit those goals?

In order for anything that I'm going to share with you to work, you have to have a measurable goal. I know I've said that 16 times already. You have to have a measurable goal, or none of this is going to work. 

You'll find that you aren't hitting your goals, but you can't assess why that happened. 

You've got to set the goal and stick to it and stay the course. You have to have a very, very clear, measurable, specific goal and make sure that goal feels good to you.

I believe in challenging ourselves. And I shared this in that Instagram post that I could've very easily just wanted to replicate what we had done in January. That would have been fine. And that's what ended up happening. 

So when we set out and challenge ourselves and it doesn’t go as planned...

It does not mean that there's anything wrong with you.
It does not mean that you are a failure or that you failed in that situation.
It does not mean that you can't do it later.
It does not mean that you will not be successful. 

When we don't hit our goals, we get so freaking down on ourselves and hard on ourselves that we slip into the mindset that we’re never going to be successful!

What a detrimental feeling as a CEO.

LOOKING AT THE DATA

When I finally started looking at the data and what the data was actually telling me, as I mentioned before, allowed me to remove the emotions. 

Because no matter what happened, at the end of it all you grew from that experience. If you challenged yourself with a new scary number or you set a goal that you had never achieved before, you challenged yourself. You grew. 

If you plan to launch something, let's say you wanted to host a webinar or something, you grew your community through your efforts. 

Maybe you just got to practice talking about your offer over and over and over again so now you feel incredibly confident. 

Maybe you wrote a bunch of emails and now you get to repurpose those emails later on for your next launch. 

You can have a base, you can tweak it and you can move forward. That's what all this is about.

When we don't hit our goals, we move on to this mindset of defeat. 

That's not serving us. 
That's not serving our businesses. 
That's not serving us as the CEO. 
It's not serving us as people.

We have to get into the habit of removing our worthiness from the success of our business. Whether your business succeeds or doesn't succeed, doesn't change the fact that you are worthy. 

That's why I'm in love with looking at the data when we don't hit our goals. 

Because we need to be invested in what we're doing, but we cannot tie the success of what we're doing to our worthiness as human beings.

I see this happen a lot with business owners, especially newer business owners, in their first year or two years of running a business, where they're constantly going through this emotional roller coaster if they don't achieve exactly what they set out to do. 

So, when I was talking to my client about the particular challenge that she hosted; the first one ever, very small email list, I started to say, "Okay, let's look at the data."

WHAT DATA TO LOOK AT

Let's say your goal is to get 100 people signed up for your webinar and you got 50 people on. 

What you want to do is look at first is dedicated time. 

How often were you promoting the signup? 
If you didn't hit your sign-up goal, then it will come down to two things. 

Thing number one, were you actively promoting?
Were you putting it out there enough for people to actually sign up? 

We know we have to talk about things multiple times. And sometimes people have to hear things seven times in order to take action, even on something that is free. 

With the data you can sit there and assess and say with clarity, "I probably could have posted this a little bit more. I really only did it twice a week," so on and so forth. 

Number two area for analysis is your messaging. 

If you feel like you promoted it consistently across all platforms; you were talking about it quite often, you were just doing the damn thing, but sign-ups were lacking, then you can start to look at your messaging. 

Was my messaging clear? 
Could I have created a better title for this? 
Is it a timing thing?

If you have a landing page for people to sign up on, you can see how many people landed on the sign-up page (or landing page) and how many people signed up. Maybe your conversion rate was 20%, then we know that needs to be higher and we can adjust your messaging.

If you got great traffic but few sign-ups, we know it’s a messaging issue on the sign-up page.

Do you see how powerful this data is for moving forward?

Then the next thing we look at is engagement. 

If you're hosting a webinar, it's important to know that in your mind you might have this expectation that 100% of the people who sign up are going to attend your webinar (there are those sneaky expectations again). 

But data shows that that's not true. In fact, a solid goal is 50%. Of the people who sign up, we want a minimum of 50% of those people to attend the webinar. 

That is a marker for us. So if you're going in with this crazy expectation that it's supposed to be 100%, you're already setting yourself up. 

Now that doesn't mean you can't have more than that, but that is what you want to shoot for, for your minimum.

So, you can assess the situation and say, "Oh, hey, 50% actually did show up. Maybe it wasn't necessarily the number of people that we imagined on a webinar or on a live video, but based on our sign-ups, we hit the 50% mark." 

So if you hit the engagement rate, but 50% equaled a low number, then we know we need more people to sign up and can circle back to number one.

If you didn't hit the engagement marker, then you get to look at your numbers and say, "Well, were people opening the emails where I was reminding them about it, did people know where to go? Was I doing a good job with the CTA on the video? Was I doing a good job of keeping people engaged on the webinar?"

That's the thing that I love about marketing.

MY LAUNCH ANALYSIS: CASE STUDY

Your data is there, you just need to analyze it. 

Look at your data through a lens of no emotion. It's a non-emotional lens if you will. 

Just read the data and see what the numbers are telling you. It's going to improve your marketing.

For the launch that I had done for the Academy, I started to look at the information. Sometimes when I’m launching, I'll do a webinar, or sometimes I will do a challenge. With each of my programs, I've fluctuated between the two because I really want to find what works best. 

So this most recent launch we did a four-day challenge. And when we were looking at the numbers and comparing to the previous one, we noticed that sign-ups and engagement were lower for the challenge.

What that tells me, by looking at the data, is that my audience is busy and they have a really hard time committing to showing up consistently over the course of four or five days. But by inviting them to a single workshop or session that they can just block off an hour and a half on their calendar, it's much easier. 

We know this because when we host one-day workshops for The Academy launch, the sign-up and show-up rate is higher.

We also then started to dissect the emails. On the back end of this challenge, I opened the doors to The Academy Now, one of the things that we've been playing with from time to time has been creating shorter launches. When I first started my business, I would launch for two to three weeks. 

The first time I launched Roadmap to Freedom I launched for an entire month. I was so tired. But I was just starting so I didn't have a huge community and I wanted to get on the phone with as many people as possible and I was testing everything. 

As we've launched more and more, we've played with shortening that time span. 

But this launch was still a little long. We realized when people were actually signing up. And most of the people sign up on the webinar or the challenge and then at the very end. So we can shorten that quite a bit and that's some data that we can take moving forward. We felt like this one was just a little bit long and drawn out.

One of the things that showed us this information, was looking at the open rates and looking at the click-through rates and how they steadily declined and then peaked. 

That really kind of confirmed for us over here at Brandmerry that we wanted to shorten our launches. And that's a strategy that we're going to use moving forward. It also saves me time and energy as well.

The final thing that I always look at for a launch specifically if not hitting my goals is the messaging.

That's that last piece. "Were people opening my emails?" 

We keep a spreadsheet where we input all that data from ConvertKit, which is the platform that we use for email marketing. And then we can say with clarity which emails had better open rates and click-through rates. 

The open rate data telling us which subject lines worked and the click-through rate telling us more about the body of the email.

This is a normal conversation when we’re assessing the date, "Wow, this email had a huge open rate. Great. We'll probably keep that subject line when we launch again. This one did not have a great open rate. We need to change that subject line. This had a great click-through rate. Fantastic. The body of the email, the email itself is awesome. We don't need to mess with that." 

And that allows us to look at the information and repurpose pieces that worked for the next launch - we don’t need to recreate the wheel.

Do you see how powerful it is when we take time to assess our goals?

CONCLUSION

The assessment stage is the most important stage for moving forward. 

How do you know what to improve upon?
How do you know what to change?
How do you know what to keep constant?

...if you don't take the time to look at what actually happened? 

Remove your worth and your emotion from the assessment stage while you look at the data. 

After you’ve assessed the data you can then ask yourself, “How do I feel?” 

What do these feelings tell me about the work?
Do I enjoy what I’m doing?
How do I feel about the process?

You will become a better business owner if you let your data drive your decisions, and then swoop in at the end and say, "How do I feel about this? How do I feel about the data? Do I want to give it another go and switch it up and see what happens? Do I just say, 'Nope, data shows that this isn't working? I fucking hate it. Let's just do something different?" 

You get to make those decisions and I think it empowers us!

It gives us back the power as the CEO to make those decisions. And that's incredibly important. 

Be grateful for what did happen.
Celebrate what did happen.

Don't get so obsessed with what didn't work out that you forget to celebrate what did. 

That's how you are going to move your business forward. 

That's what I did after this launch. I celebrated the amazing new members inside of The Academy. I also celebrated what I learned as a business owner. 

Be open to adapting, and celebrate no matter what. 

---

- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

---

- READ THE LATEST POSTS -

---

MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

How to Write An About Me Page

How to Write An About Me Page

BY MICHELLE KNIGHT

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---

Today, on The Brandmerry Podcast (yep, this is the full transcript, choose to listen above or continue reading) we're talking about your 'About Me' page. My goal is that you have everything you need to craft an ‘About Me’ page that is going to work FOR your brand, not against it!

One of the key beliefs we have over here at Brandmerry is that your website is important and should work FOR you. It's not enough to just get views. You want your website to actually convert into revenue.

There are a few things that we know about websites. 

Number one, we know that the homepage is typically the most visited page, especially if you're utilizing SEO strategies, search engine optimization, which is one of our trainings inside of Brandmerry Academy.

Number two, the second most visited page is your 'About Me' page. That tells us a lot of juicy information about your 'About Me' page, including that people care about the story and the person behind the brand.

If you've ever asked yourself, "Well, I don't think people care. Do people care? Do people care why I created this? Or do people care what has led me to this moment in my life and why I launched my business?" 

The answer is, "Absolutely they do.” 

It also tells us what we should include on our 'About Me' page. 

A lot of other branding and marketing experts will tell you that your 'About Me' page should be 100% about your ideal customer. I do not believe that is true. I have not believed that from the beginning. And I stand by that five years later.

So, today we’re diving into your ‘About Me’ page so you feel confident crafting yours. This is a continuation of episodes and blogs where we’re giving you fundamental pieces for building your brand.

We have talked about your brand’s mission.

We have outlined the difference between branding and marketing and where you should start. 

We have talked about your brand values. 

We've talked about jumping ship in your marketing and today we're going to talk about your 'About Me' page because it is incredibly important.

YOUR ‘ABOUT ME’ PAGE IS ABOUT YOU

Let’s just set the record straight that your 'About Me' page should be about you! 

It should be about the person behind the brand or the people behind the brand. 

If I'm a consumer and I'm on a website and it says, 'About Me' at the top and I click on that, and then the whole entire page tells me nothing about the person behind the brand, why they started their business, why they choose their products, anything like that, I’m incredibly turned off. 

I didn't click through to learn more about myself. 
I clicked through to learn more about you. 
It's helping me in my decision-making process. 

Over on the Brandmerry blog, we have a blog post on the consumer buying process and the different stages customers go through before making a purchase decision. 

When someone is at the evaluation stage, where they are looking at the different solutions to their problem, that's when we find that people love to visit the 'About Me' page of a brand because they want to know who the person is, the mission, and the values behind a brand. That information can help them with their decision-making process.

So your 'About Me' page is incredibly important. It is often what I recommend to be the second page that you create on your website, as it's the second most viewed.

YOUR ‘ABOUT ME’ PAGE FOR CONSUMERS

You also want to think about writing your ‘About Me’ page for a consumer. 

Think about if you're buying a skincare product and you're at a place where you're looking at two or three different brands and you go to an 'About Me' page, what do you want to see? 

What do you want to read? 

Last year, we were buying a new mattress. I was going between a few different companies. I had narrowed it down and I was looking at the story behind each one and that's how I ended up choosing the bed that we went with because I loved their story and I love their mission and I love the way that they shared that. That pulled me in and it made my decision for me.

The decision was because of their story and I even went with the most expensive option!

3 TIPS FOR WRITING AN 'ABOUT ME' PAGE

TELL A STORY

As we talked about in the brand storytelling episode, don't miss the opportunity to tell a story. 

Storytelling is incredibly powerful and incredibly important. It's going to build that connection, that trust with your audience. 

I've signed clients because of my 'About Me' page. 

I have had people reach out to me and submit an application for 1:1 consulting. We’ll have a conversation via email and I’ll answer questions to support them in their decision. Then I'll get an email from them 24 hours later that says, "All right, I'm ready to go. I just read your 'About Me' page, sign me up." 

Your ‘About Me’ page can be one of your most powerful assets. And you're going to get the most out of those pages if you are actually telling a story. 

Keep reading for my top tips for writing yours.

INCLUDE PERSONAL PHOTOS

I love brand photography. It's one of my favorite ways to enhance the branding experience and I encourage my clients to have a professional photo shoot for their brand because photos are incredibly powerful and we know this. 

Photos are also linked to improving brand affinity which is a deeper level of connection, typically through mission, values, and trust that a consumer has for a brand. 

Photos are a great way to build that brand affinity because through photography, you can share different moments and experiences in your life that allow your audience to say, "Oh my gosh, I know them." Instagram's a great example of this in action.

Utilizing photos to showcase whatever story you're telling.

So showcasing these different photos is a great way to build that connection. 

For your 'About Me' page I recommend not loading it with a bunch of professional photos, but putting in more lifestyle-type photos. Showcase photos of you at different places, in different outfits with different facial expressions, maybe you with your children, with your dog, on a trip or with a glass of wine. 

We follow people and we're like, "Oh, I know them," or "They did this," or "This is so-and-so's favorite wine," or "Did you know, so-and-so's dog?" and we feel like we know them!

Focus on showcasing what you're saying on the page, through your storytelling in the photos; not just typing out your story, but showing your story visually through photography. 

HAVE A CALL TO ACTION

When it comes to brand storytelling to move someone through to purchasing a product, we can't just tell stories to tell stories. We have to have a call to action. 

On an 'About Me' page, I love to have two CTA’s.

The first CTA is a click-through to your product or your service. If your ideal customer has read all the way to the bottom, they're probably pretty committed. And if they're further along in the buying process, say stage three or four, they're ready to make a purchase decision and having that button there can be incredibly powerful.

In addition to that, and below that, I love to share a lead magnet. The second CTA should be your free gift/ lead magnet to capture their attention.

Again, if someone has read your full ‘About Me’ page they're committed, but maybe they're not at a place where they're ready to invest. So having a way for them to opt in to your email list through a lead magnet can be incredibly powerful for capturing their information and being able to stay in contact with them.

So those are three must-haves for your 'About Me' page. 

Your story, having photos that show different moments in time, not just professional photos, and a call to action. Typically, a link to go purchase your product, your service, or your product suite page, and your lead magnet opt-in.

HOW TO WRITE YOUR 'ABOUT ME’ PAGE

Now I'm going to share with you my insider, super complicated, never-before-released method for writing your 'About Me' page! 

Brace yourself because it's easy. We overthink things all of the time when it comes to writing our copy, and one of the reasons that I encourage my clients to write their 'About Me' page, in the beginning, is because it's great practice in writing your story and pulling in pieces, like your mission and your values.

STEP ONE: IDENTIFY 3 TRANSITIONS

To begin, think about three transitions that have happened in your life. These can be three moments that are close together in your timeline or they can be spread out over the years. The timing does not matter, but I want you to think about these three transitions as a launching-off point.

Identifying these moments can include:

• A moment where something changed in your life. 

• Something happened to you and you had to change course or direction. 

• You made a decision and you changed course. 

• You learned a valuable lesson and you decided to do something different.

Think about these pivots or transitions. No more than three for our purposes here.

Write each of these out!

STEP TWO: PIECE IT TOGETHER

From there I want you to write out each of those different things and then piece them together and you have an 'About Me' page!  

There's one last part of the process, but I want to share my three with you first as an example of steps one and two. 

My first transition was when I decided not to go to college right after high school. I was the Salutatorian of my class. I had gotten an incredible scholarship to Loyola University, and I decided that I didn't want to do that. I had a long history with perfectionism and was just at a place in my life where I was not happy and was ready to take bold action and do something that felt good for me. It was the first time in my life that I had made a decision that went against what everyone around me wanted for me. And it was a big deal.

In this first transition, I'm setting the tone. I'm saying, "Oh, this is who I was and then this happened in 2005." The more dates that you can use, the better. Those are incredibly helpful for markers and a great way to keep your audience engaged. 

Next, I talk about how I wanted to be in musical theater. To be a star on Broadway, and was going to school for that in 2008 when my brother was diagnosed with cancer. I go on to talk about going through that experience. I don't go into every detail about that event. It's not necessary. It's sacred to me. I don't need to share it with everyone, but that was an important part of my life and did impact the business that I have today. So I share that piece of the puzzle.

Then I talk about after losing my brother, marrying my husband and finally present the third transition which was the birth of my son. This transition is where I focus the majority of my energy because that is what ultimately led to my business. 

The birth of my son got me thinking about what I wanted to do with my life, what I wanted to create, how I wanted to be home with him and that ultimately led to the creation of Brandmerry. 

You can head here to read my full ‘About Me’ page, in fact, I encourage you to do that! 

It's a great case study. 

What I want you to focus on is that I've led the reader through three transitions. I've also recognized how my audience can connect with those pieces and highlight those elements throughout.

Some of those elements are:

• Perfectionism. So many people in my audience and my ideal customers are recovering perfectionists or perfectionists, or they are starting their business or doing something that's different from what they originally were doing. So by sharing that first transition, there's that connection piece. 

• Grief and Loss. We've all experienced grief and loss. Maybe it wasn't your sibling, it was someone else or something, but we can all relate to that feeling. And that is something that connects us and many of my clients and my customers who have had these moments that have triggered the mission that they have, or has triggered them to do the work that they do in the world. 

• Starting My Business. My community is also made up of people who want to start businesses or have businesses. So we all have that moment where we're like, "I'm going to do this dang thing," and that's why I share mine. 

Choose your moments very strategically based on the connection for your audience. 

And then finally, what you want to do is lead to where it is now. 

We always talk about a beginning, middle and end to storytelling. But with an 'About Me' page, it's like a beginning, middle, and here we are now, continuing into the future. 

STEP THREE: SET UP THE BUSINESS

Don’t think about an end to your ‘About Me’ page, but rather the next steps!

This is where you want to share your mission statement, talk about the work that you do, and lead to that work-with-me page. 

It’s also where I recommend including your Hook, i.e. who you are, who you serve, their struggle and their desires.

If you sell a product, you can talk about when you recognized there was a need for your product. Maybe you went through a period where you talked about where you tested a bunch of stuff and it didn't work and you felt defeated and then you finally got the prototype that worked and you put it out into the world. And here's where you are now.

If you have a t-shirt clothing line that uses organic cotton, why did you decide to do that?

There are so many different things that you can do. Don't limit yourself because of the product and service that you sell. Focus on telling that story about the person or the people behind the brand because that's what the 'About Me' page is ultimately intended for.

Inside of my program, Brandmerry Academy, we take a deeper dive into what we call the heroine's journey, which goes into more detail on crafting your story, showcasing multiple peaks and dips in your story and how to craft it! 

However, for years and years, the three transitions were all I taught and used and still to this day it’s the structure I use for my Brandmerry ‘About Me’ page.  

LENGTH OF YOUR ‘ABOUT ME’ PAGE

Here's the last thing that I'll share with you before you go forth and write your 'About Me' pages. 

Don't stress about how long it is when you're writing it. 

Just write it. 

Either write it in a Google Doc or record it and transcribe it if you find that you filter yourself. Whichever strategy works for you, write it and then clean it up. Don’t filter yourself to start or you’ll miss out on crucial elements of your story!

We limit ourselves in our storytelling abilities by trying to create the finished product when we first write it. And it never works that way. 

People don't write their finished book when they first write their book. It goes through tons and tons of rounds of edits. And I'm not saying you're writing a book and we don't need to spend months and months on your 'About Me' page, but just write it, tell the story, focus on the connection then go out and make sure you've touched on these pieces I shared in this post. 

CONCLUSION

I hope that you now understand how important your website is and how powerful your ‘About Me’ page truly is. And that your 'About Me' page is meant to tell the story behind the brand, not to say, "Oh, and I'll help you do X, Y, and Z," and that's the only thing on that page. Please don't do that. 

Utilize the steps outlined in this blog post today and share your new ‘About Me’ page with me on Instagram @michelleknightco so I can celebrate with you.

If you want to take a deeper dive into building your brand make sure you sign up to watch the Build A Better Brand Method. It's a free on-demand training and you can go to betterbrandmethod.com to get signed up.

Inside of that training, I talk about identifying your story and the importance of your story inside of the branding process, as well as giving you my six-part framework for building a better brand.

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- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

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LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.