Describe Your Work Clearly
“What do you do?” – integrate your deep & diverse work into a coherent intro & About page.
- ✓Answer “What do you do?” warmly, in words that feel true to you
- ✓Bring several passions or modalities together into one clear description
- ✓Write an About page, short bios and a professional title in your own voice
- ✓Record a short, friendly intro video with the camera you already have
Recorded course · go at your own pace · lifetime access
Have you found it challenging to communicate the depth and complexity of your work to others?
Maybe someone asked what you do, and you froze. Or your About page no longer sounds like you, and you keep putting off the rewrite.
This course works a little differently from most copywriting advice:
- ✓You start with a messy first draft in your own voice, with no template to fill in.
- ✓You don’t have to squeeze yourself into a single niche. You choose one of three ways to present several passions or modalities.
- ✓You look at other people’s pages last, once your own draft exists, so their voice doesn’t crowd out yours.
- ✓Feedback comes from your own supporters and ideal clients, and you ask them which version they like best.
You don’t have to make anyone understand, except your ideal clients. Not your family, friends, the person at the party.
Even after years of explanations, my own parents weren’t sure I had a real job. (I started telling them I’m a teacher, which sounds a little more respectable.)
What you’ll be able to do, step by step
Each module has short videos and a lesson document you can read or hand to your AI. The documents also gather some past students’ questions, with my answers.
- Module 1 · Your first, messy description
Get a first description down, and picture who you’re speaking to
Write a quick intro of your work in two versions, one professional and one playful. Messy is welcome, because later you’ll see how far you’ve come.
Then sketch an ideal client you love working with, someone you can picture as you write.
This module is free to watch for 72 hours: start the free Module 1 replay.
- Module 2 · Gather your raw material
Find words for your strengths, your story and your values
Ask your supporters what they see as your strengths. Then journal on short prompts, from your quirks and interests to your origin story and why you serve your clients.
If writing alone feels hard, ask a friend or colleague to interview you instead. Talker’s block is much rarer than writer’s block.
You’ll also make peace with being copied. Your credibility comes from the work and relationships you build over years.
- Module 3 · Your About page
Assemble an About page that sounds like you
Start with a short lesson on impostor feelings (I see them as a sign of integrity). Then decide how to present several passions, and put your page together in whatever order feels right.
Get feedback from AI if you like, then from people similar to your ideal clients. Only then do you study four other About pages: two from your field, and two from very different fields.
- Module 4 · Bios, a title and a slogan
Distill your About page into short bios and a professional title
Write bios of 1,000, 255 and 120 characters, try three versions of the short one, and pick first or third person.
Then choose a professional title (and a slogan, if you like), and ask your ideal clients whether your field’s jargon speaks to them.
- Module 5 · Getting ready for video
Feel more at ease on camera, using what you already have
Set up your webcam or phone, face a window for light, and practice looking at the lens as if it were your ideal client.
You’ll also choose a way to remember your script. (I memorize only the opening and closing, and improvise the middle.)
- Module 6 · Record, share and package
Record your intro videos, and gather everything into a media kit
Record a 3:30, a one-minute and a 20-second intro, then ask a few supportive people which version they like best.
Turn your script into a written “About me” post, and build a media kit page to send to podcast and event hosts.
In everyday conversations, you’ll practice improvising your intro. (You might be surprised by what you come up with in the moment.)
Two maps you’ll keep coming back to
You’ll use both throughout the course, and again whenever your work evolves.
From About page to title
- 1Your About page
- 21,000-character bio
- 3255-character bio
- 4120-character bio
- 5Professional title
Each step distills the one before. Your 255-character bio also becomes your 20-second spoken intro, since that’s about how long it takes to read out loud.
Three ways to hold many passions
- 1Differentiation · a separate website for each audience
- 2Integration · one website, with clear sections for each audience
- 3Focus · lead with your most profitable passion, and let the others be hobbies for now
You choose by how different your audiences are, and how many websites you’d like to maintain.
What students loved most
Students of earlier versions of the course wrote most often about these moments:
- ✓Permission to publish a “good enough” draft, and to let go of perfection and formulas.
- ✓Freedom from the fear of being copied, and more comfort with their own words.
- ✓A way to bring many passions onto one website, which several of them called liberating.
- ✓Relief at learning they only need to be clear to their ideal clients.
- ✓More confidence on video, including seeing an intro video as a friendly filter for who’s a good fit.
“I feel like thanks to your course, I have evolved a lot how I talk about what I do.”
“What I've written for this course has ended up being enough for my whole website, so that's been pretty handy”
I tell my parents I’m a teacher
I spent years trying to explain my work to my own parents. In the end I told them I’m a teacher, since that sounds a little more respectable.
With people who light up at the phrase, I’m an “authentic business coach” (I love that it gives me the acronym ABC).
Some people know me as the Facebook ads guy, though I also teach productivity, book publishing and spirituality. Each title is a door into the rest of my work.
A good fit if…
- ✓You’re a coach, healer, therapist, teacher or creative, and “What do you do?” makes you freeze
- ✓You hold several passions or modalities, and you’re not sure how to bring them together
- ✓You want an About page, bios and a title in your own voice
- ✓You’re willing to record a short video, even if it feels awkward at first
Probably not if…
- ×You want a fill-in-the-blank template. This course teaches you to write without one
- ×You want personal coaching or feedback. This course is recorded, and you work through it at your own pace
- ×You’d rather not appear on video at all. The course ends with recording short intro videos
- ×You need help with web design or SEO. As I say in one lesson, “This is not a webdesign course ;-)”
By the end, you’ll…
- 1Be able to answer “What do you do?” in your own words, in 20 seconds or a few minutes.
- 2Have an About page that sounds like you, shaped by feedback from people like your ideal clients.
- 3Have bios of 1,000, 255 and 120 characters, a professional title, and a slogan if you’d like one.
- 4Know how you want to present several passions or modalities.
- 5Have short intro videos for your website, and a media kit page to send to podcast and event hosts.
$75
One payment for the videos and a lesson document for each module, all in a Google Drive folder that’s yours to keep, with lifetime access.
Checkout is on Kit. Then you’ll get a button that opens the course’s Start Here page.
If questions come up as you go, bring them to my free monthly Q&A call.
It’s open to everyone: www.georgekao.com/qa
Before you enroll
“I do several kinds of work. Do I have to pick one?”
No. The advice to pick one niche so you’ll sell more is mostly baloney, in my view (though I understand where it comes from).
You’ll choose among three ways to present several passions: separate websites, one website with clear sections, or leading with one and letting the others be hobbies for now.
“How much time does it take?”
The lessons come to about five hours of short videos. Most of your time goes into writing, asking for feedback and recording, at whatever pace fits your life.
Your descriptions will keep evolving, so you’re welcome to come back to the course every year or so.
“Can’t AI just write my About page?”
AI can write one in seconds, but it writes like the average of the internet. Your ideal clients want to hear from you, in your own words.
In this course, you write your own draft first. Then, if you like, the optional AI lessons show you how to use AI as a sparring partner, to organize your notes and find gaps.
“Can I use it with my AI?”
Yes. Give a module’s lesson document to ChatGPT, Claude or Gemini, and work through the course together.
And if you’d rather not use AI at all, you can skip those lessons.
“Do I need to be on video, or buy equipment?”
I recommend a short video for your About page or homepage, since it helps people get a feel for who you are. Ongoing video for social media is up to you.
The webcam or phone you already have is enough. If you do buy any gear, I recommend an umbrella light over a ring light (which can give your eyes an Eye of Sauron look).
“Can I try it before I buy?”
Yes. Module 1 is free to watch for 72 hours after you sign up with your email: start the free replay.
If you buy the course, Module 1 comes with it, along with all the others, and you keep them for life.
“Will I get personal feedback?”
The course is recorded, and it doesn’t include personal feedback from me. The lessons show you how to ask your own supporters and ideal clients, since good marketing is built in collaboration with one’s audience.
And you can bring your questions to my free monthly Q&A call.
“What if I’m not on social media?”
That’s fine. Many of the feedback steps already use email, sent to a few people who are similar to your ideal clients.
“Is the course still current?”
Some details, like platform character limits and AI tools, may have changed since I recorded the lessons. The core ideas usually hold.
“Did this course have another name?”
Yes. An earlier edition was called Authentic Copywriting.
Any other questions?
Chat with my AI at ai.georgekao.com. It can help you understand how my courses work, and whether this one is right for you.
If you’d rather wait and talk with me, bring your questions to my free monthly Q&A call: www.georgekao.com/qa
Ready to describe your work clearly, in your own words?
$75 · lifetime access · go at your own pace