How I (Accidentally) Created The Blogosphere’s Most Viral “About Me” Page . . . That I Know Of


Hello, everyone, my name Clay Collins and welcome to this episode of The Marketing Show.

So in this episode of The Marketing Show I’m going to tell you and show you exactly how I got over 740 tweets about my About Page on my website. I’ve never seen an About Page that’s been talked about so much or shared as much on social media. So I’m going to show you exactly how I did that. But before I do that, it’s time for today’s marketing quiz.

So for today’s marketing quiz, we are going to again dig into the archives of The Marketing Show. So my question is this, “Which episode of The Marketing Show has generated the greatest number of comments?” Is it Episode Number Three, “Stop Helping People,” Episode Number 30 entitled “Why You Can’t Monetize Your Knowledge,” or Episode Number 35 called “Why You Shouldn’t Create A Scalable Business?” We’ll answer that at the end of the show.

So like I said, I have an About Page that’s been shared over 740 times on Twitter at this point. Now, this About Page is super long and extremely in-depth. This isn’t the kind of quick bullet-pointed About Page that you would expect to be shared a lot, but nevertheless it’s been shared a whole lot of times. And the reason why this About Page has been such an asset to my business and such an asset to me and has been shared so many times is that it has followed a very specific, very, very specific formula called “The Super Hero Formula”.

So just to explain what’s happening here; if you want to be successful in your market, your market must see you as a super hero, which means that your story needs to conform to a specific and certain structure. And I’m about to share that structure with you in just a second, but first I need you to grasp that you truly need to be a hero to your market. You need to be version 2.0 of the target person who you’re marketing to.

Superhero Formula: How To Write An About Page (Cult Of Personality)
So let’s delve into this. What is this super hero formula and what’s the format that your About Page and your story must conform to?

Well the first element that must be in your story and the first part of the Super Hero Formula is a common enemy. You and your target market must share a common enemy that you fight against when you’re fighting on behalf of them, right, you are in a lot of ways their savior. You’re helping them accomplish specific things and part of that you go to battle against a common enemy. Now this common enemy can be something specific or it can be an idea or a concept.

Part two of the Super Hero Formula is super power. So what is your super power? What are you better at doing than just about anyone else? How do you make miracles happen for yourself and for others? Every single super hero and every single major personality has a super power. You need to have one as well.

Part three of the Super Hero Formula is purpose. Your market and the people you represent need to know that you are doing things not just for the money, that you have a larger purpose that you are serving and please when you’re writing your About Page or you’re creating the story about how came to do what you do, you must be truthful. I beg of you please be truthful in all of this, but make sure you cover all of these points if you can.

The next attribute that you must have and that everyone has, is a fatal flaw. So for example, my fatal flaw is that I can’t for the life of me get up before 10:00 AM in the morning, unless I have a plane flight or something like that in which case I am completely non-functional. Another fatal flaw of mine is that I am incredibly unproductive. I truly can only get about one thing done per day. If I try and get more than one thing done per day I end up having a lot of problems and I end getting kind of distracted and not getting anything done at all.

Part number five of the Super Hero Formula is your origin story. You must have a story that explains how you went from kind of an ordinary person to someone who does what you do. How did you transform from someone who is just going about your life to someone who does the kinds of things that you do for a living? How did you become the personality that you are today?

Anyway, I hope you’ve enjoyed the Super Hero Formula. I hope you truthfully and authentically and honestly implement this in your About Page and when it comes to writing your own story about how you came to do what you do.

Finally, I must give credit where credit is due. I read a bunch of different pieces of this Super Hero Formula, not this exact articulation of it but I read different pieces about this from a number of different people and a number of different books. But perhaps the most insightful look at this came from some writings by a man named Dan Kennedy. So I do want to attribute credit where credit is due.

Well that just about wraps up today’s marketing show. But before we end for the day, I want to answer today’s marketing quiz.

So the answer to the question, “Which episode of The Marketing Show has generated the greatest number of comments?” is episode number three. Episode Number Three, entitled “Stop Helping People,” has generated more comments than any other episode of The Marketing Show.

Anyway, that wraps up today’s episode of The Marketing Show. This episode of The Marketing Show was brought to you by you. It was brought to you by your comments, by your endless support, by all the emails of enthusiasm and encouragement that I receive. So if you enjoyed this episode, please consider donating a tweet or donating a Facebook share and telling your friends about what we’re doing here.

My name is Clay Collins, I hope you’ve enjoyed this episode of The Marketing Show and I’ll talk to you next week. Take care.

  • jameslepine

    Nice.  It just goes to show that length is almost never the issue.  You can keep folks attention by telling a compelling story, and the “superhero formula” is a great way to do that.  Everyone wants to know how to go viral… and crafting a compelling narrative is a HUGE part of it.

    • Exactly.  And if a 15+ page “About Me” page can go viral, then anything can go viral.

      • Katrina M Harrell

        The truth…the truth is what goes viral in any sense. good truth or bad truth, short truth long as hell truth 😉 doesn’t matter, truth sets us all free on some level and because of that we have an instinct need to share that truth with everyone we know. 
        (that was a on the spot epiphany for me by the way so I’m using this as my guiding light going forward, a barometer check for anything I put out there from here on out) Love the energy of the universe 🙂 Keep shining Clay you are truly a master and there is a whole entire group of folks who need to hear your truth…I’m doing my part to spread the word.

  • How did you determine you could only do 1 thing per day? Would love to hear that story.

    • It’s not a very long story.  I tried doing more than one thing per day and it never worked.  Today all I really did is prepare for an interview.

      • Katrina M Harrell

        Power of 5 one’s 

  • Love the superhero formula idea. What would be awesome would be if you offered a detailed questionnaire to help people work through generating ideas and organizing their thoughts for each superhero storyline phase. I’d pay for that. 🙂

    • Awesome, Deb.  And thank you . . . this means a lot.

      And actually, that kind of exercise is in one of my program called The Interactive Offer.

  • Katrina M Harrell

    God bless you Clay – this overview alone is worth $$ in the bank and you gave it free (even though this is from Dan Kennedy) it doesn’t matter. I appreciate this show

  • Katrina M Harrell

    I TRULY believe in the power of intention and that the UNIVERSE answers you when you tell it what you desire (versus waiting for something to just happen) and over the past 2 weeks Clay (no freakin lie) EVERY video, email etc has been the EXACT thing I have been needed to address on my to do list since relaunching my website. My God.
    I have been for a few days re writing my about me page and looked at my bio and went (well this is boring) as it doesn’t capture my TRUTH. I’m not a perfect business person, I’m growing by leaps and bounds daily and I want people to KNOW that. My REAL story. Some of the crap and the good and why I am who I am and great at what I do I’m fed up with “professional” and just want real.

    Anyway, haven’t pulled up your link yet but as always THANKS! You’re on my list of people I’m planning to meet soon, your stuff kicks that much ass.

    • Thanks, Katrina! I’m so glad that you found value in this.

  • Laurie Foley

    Which book do you recommend from Dan Kennedy to learn more about this? Thanks!

    • Personality in copy is what I’d look at.  Although it’s not a book.

      • Laurie Foley

        Thanks, Clay!

  • Miro Hristov

    Great… Great… Great Video! Awesome About page 🙂 

    Advice: Add a search option – I wanted to see the “#3 Stop Helping People Video” so I naturally wanted to search for it but you don’t seem to have a search bar. Please add one. It will help a lot.

    • Totally.  There will be a search box in the next episode.  Thanks for the suggestion.

  • Hey Clay, I have an example of attention from older media – radio.  When working through your coaching program last year I followed this formula when crafting my about page and just this week it landed me two radio interviews!

    Both hosts opened the show with a brief version of my origin story for my introduction – so the formula does work for getting attention & branding yourself.

    Thanks for sharing it!