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27 Best About Us and About Me Page Examples [+Templates]

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Your about page summarizes your history, values, and mission — all in one place. That’s a tall order for just a few paragraphs. If you’re feeling stuck, turn to these about-page examples for inspiration. 

about us page example: laptop held in palm of hand

→ Download Now: About Us Pages Guide [Free Lookbook]

In this post, you’ll learn the ins and outs of creating the perfect about page. That includes best practices for writing about your mission, design tips, and templates to emulate.

Table of Contents

Featured Resource: Our 29 Favorite About Us Pages

about us pages examples

Download the guide to review what we love about these amazing about us page examples, plus a few tips about how to make one of your own.

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What makes a good ‘About’ page?

A remarkable about page is genuine, approachable, and distinguished. Visitors should get a glimpse into what working with you might be like. You can include personal interests, stories, and photos that convey the unique story of your business. You may also include information about who’s on your team and what their roles are.

About pages are personal to you and your company, so the structure of your about page will vary based on what you want to highlight. However, you’ll start with the same writing process.

Let’s explore the set-by-step guide to building your about page.

1. Establish a mission statement.

Your about page can and will be more comprehensive than a single mission statement. However, to draw people in, you need to succinctly state your goal in the industry up front.

What is your business here to do? Why should your website visitors care? This information will give the reader something to remember about your company long after they leave your website.

2. Outline your company story.

Every business has a story to tell. Even if you’re running a startup with a brief history, you’ll want to share your company’s progress. Talk about how you got to where you are today on your about page.

Pro tip: Isolate the milestones before your company’s founding, and use them to give readers some backstory on your current venture.

3. Reveal how you’ve evolved.

There’s no shame in admitting how your business strategy — or even your way of thinking — has changed since you began. In fact, these evolutions can improve the story you tell to website visitors.

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About pages are perfect spaces to talk about where you started, how you’ve grown, and the ideals that have helped your organization mature. Use these moments to show people that you’re always ready to change and adapt to the needs of your industry.

4. State your “aha!” moment.

Every good company was founded on an idea — something the current marketplace might not yet offer. What was your idea?

Use this “aha!” moment as a pivot point when telling your company story. What was a challenge you faced while developing your company? How did this challenge or discovery shape what you are today?

5. Explain whom you serve.

You want as many eyeballs on your about page as possible. However, you won’t do business with every single website visitor. That’s why you must identify and mention your core customer.

Your about page should explain the exact people your business helps. This allows prospects to know if your service aligns with their needs.

6. Explain what you’re offering them.

Companies often generalize their offering in the website copy, making it hard to understand what the customer is actually paying for. In a sentence or two, explain exactly what a potential customer will gain from your business.

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This succinct summary will keep visitors on your website for longer and get them interested in learning more.

Pro tip: Sometimes, businesses are afraid that in-depth explanations of their products aren’t interesting enough or will sound unappealing in writing. That’s a fair concern. Start by explaining what problem your offering solves. Then, link to a page with more information.

7. Cite examples of whom you’ve served.

Got some loyal customers in your portfolio? Use your about page to tell the world about them. Consider naming your most successful clients and linking to a case study.

Case studies can influence your prospects’ purchasing decisions since they show your company’s past successes. Plus, they help prospects to envision their future success through the stories of your best customers.

8. Describe your values.

Customers want to be treated like human beings. For that to happen, they need to feel that they’re being served by human beings. When finishing your about page, describe who you are as a person or a team. What’s your company culture like? What bigger picture in life drives your business?

Pro tip: Future employees are a secondary audience of your company’s about page. This is another reason to describe your personal values on your about page. Done right, this allows you to hire job candidates who align with everything your company represents.

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A brilliant about page design goes beyond just incorporating your company color schemes. It includes your choice of fonts, visuals, icons, and more. Here are seven tips for designing a great about us page.

1. Choose the right color scheme.

Humans have a natural response to different colors, and the colors you choose can impact your conversion rates. That’s why you need color psychology.

For instance, blue connotes security, strength, wisdom, and trust. Both BlueCross BlueShield’s logo and webpage make use of the color to reinforce that their patients are in knowledgeable hands.

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About us page design branding infographic

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2. Include creative visuals.

The visuals on your about page make your brand more human. What’s even more important is to use visuals of real people, not stock photos. For instance, the HubSpot about us page has an image of our founders.

HubSpot founders

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And let’s not forget the cute dog beside our CTO. This photo makes our brand warm to users and helps us show the faces behind the HubSpot brand.

Go a step further by using videos to tell your company’s story. People seek connection. And there’s no better way to connect than to appear on camera. Here’s an example of a video from HubSpot’s about us page.

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3. Choose the right staff photos.

Most about us pages include photos of staff — whether that be the C-suite, the founders, or all members of your team. If possible, opt for professional headshots on a neutral background.

Ideally, your team’s photos will have a similar color scheme to your company’s colors. Make sure both headshot backgrounds and your team’s outfits do not clash with the colors already on your site.

Pro tip: If you’re having trouble standardizing your staff photos, consider a black-and-white filter.

4. Use readable fonts.

Finding quality fonts is crucial when designing an about us page. If you want to use more than one font, tools like fontpair will provide you with excellent font combinations.

about us page design font combinationsImage Source

Additionally, you want to make sure your font is accessible to individuals with disabilities. This ensures all your visitors have a rich experience when going through your about page.

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5. Avoid long paragraphs and sentences.

Long sentences and paragraphs make your content difficult for readers to consume. As a general rule, your paragraphs shouldn’t exceed 3-4 lines, and each sentence should be under 20 words.

6. Make the page responsive.

Not everyone will visit your page on their desktop browsers. Many will visit from their tablets and smartphones. Responsive design makes sure your page looks great on all devices.

There are several paid tools to check your about page responsiveness. But if you prefer free tools, this responsive design checker is an excellent option for testing the appearance of your about us page on 26 ​​screen sizes.

responsive design checker for content estate about us page

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7. Focus on load time.

No matter the size of your business, you’ll want your about page to load fast. If your page takes too long to load, visitors will click away.

You can check your page speed using Google’s PageSpeed Insights. If you find your about page takes too long to load, consider reducing the size of your images.

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About Us Page Templates and Examples

About Us Template

You can create an about us template for your company website easily. Here’s how a standard layout for an about us page looks.

Hubspot about me template

No matter your business, your about page should include:

  • A mission statement. This describes the purpose of your business as it relates to the industry or market you serve.
  • A vision statement. Outline the future of your business in this section.
  • Your values. Core values help the reader connect with you and your business on a personal level.
  • A target market summary. Your site visitors want to know that they’re in the right place and that your company can help them.
  • A brief company history. Besides piquing your visitors’ interest, a brief company history can help the press describe your business accurately.

After you write a draft, you can use one of HubSpot’s done-for-you website templates to create your about page’s layout. These templates can be installed and customized in minutes.

Done-for-you About Us Page Templates

While the copy is an important element of your about page, you’ll also want to showcase your brand story and identity to the world. These about us page templates create a compelling, customizable user experience.

1. Touraza Template (WordPress)

If you want something with a little flavor, the Touraza template is a tasteful choice. With the “meet the team” section near the top, geometric designs, and striking typography, you’ll be able to showcase the humans behind your brand.

about me template example, Touraza

2. Logan Template (Shopify)

This template makes use of large images in a modern layout to break up the ample white space. The result: a clean and enjoyable reading experience.

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The top of the page puts the brand story (or other introductory text) first, supported by a large image that speaks for itself. The pops of color can be customized to your brand style, drawing emphasis to your CTA.

About us page template, logan

3. Munchies Template (WordPress)

This theme is great for small businesses with a brief company history. You can start by explaining your mission concisely, then jump right into important links.

about us template, munchies theme

4. Mobirise Template (WordPress)

This visually compelling page allows you to disperse information evenly. The excellent use of white space means there’ll be no giant wall of text to impede readability for your webpage visitors.

You can briefly describe your history at the top of the page. The three icons allow you to lay out your most important values. Plus, the page features a carousel, so you can include headshots and titles for your teammates.

about us template, mobirise theme

Best About Us Page Examples

1. Yellow Leaf Hammocks

Good stories humanize your brand, providing context and meaning for your offering. What’s more, good stories are sticky — which means people are more likely to connect with them and pass them on.

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Yellow Leaf Hammocks tell users about its product by describing how the hammocks empower artisan weavers and their families. The company breaks down different pieces of the story into sections that combine words and easily digestible graphics.

About Us template example, yellow leaf hammocks

Pro tip: Put your storytelling skills to work on your about us page. Using descriptive and emotive copy and gorgeous graphics, an about us page with a story works harder for your business than a generic one.

2. Eight Hour Day

Some people think about us pages have to sound formal to gain credibility and trust. Well, that’s not entirely correct, because most people find it easier to trust not-so-formal human beings. So keep your us page friendly and real.

Take inspiration from Eight Hour Day. They humanize their brand by showcasing the people behind the company.

About Us template example, eight hour day

What we love: Introducing the founders with inviting photos on this about us page drives home the point that Nathan and Katie are “two individuals with a passion for creativity — creativity makes us happy.”

3. Apptopia

People want to know what your business does and how it can help them. After all, if people can’t figure out what you do, how will they know they need your product or service?

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So, skip the industry lingo — that’s what Apptopia does on its about us page. Their simple but polished language effectively communicates the company’s offering while still allowing the average person to understand it.

About page example, apptopia

What we love: Apptopia uses short and punchy sentences to explain complex products and ideas in a way that isn’t patronizing. The copy on this about us page leads with empathy.

4. Moz

Instead of following the classic about us script, try something different. Take Moz, for example. A lot has happened since they found the company in 2004. This page shares the company’s milestones using a fun and clean design.

Moz’s about us page incorporates clear headers, concise blurbs, and little graphics to break up the text.

about us example, moz

What we love: Note the humble references to how Moz received funding, how it switched its brand positioning — and, most importantly, how it switched back to its original model. This speaks volumes about the value that honesty and humility can play to your customers.

5. Yokel Local

On its about page, Yokel Local spotlights its clients, its story and mission, and the team behind the brand.

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This last element is key because Yokel Local knows that its vibe wins over prospective clients. After all, when you hire an agency, you’re hiring its people. And people have personalities.

Yokellocal about us page

What we love: Because “Yokel Local” is a bit of a kooky name that gives people pause, the company pokes fun at it by providing the definition. This then leads to photos of the team at work (and at play), the agency’s story, its mission and values, and the people who make the magic happen.

6. Nike

Nike began on the campus of the University of Oregon at the hand of the college’s track coach, Bill Bowerman.

Even though he no longer works at the company, one of his beloved quotes still brands the bottom of Nike’s about us page: “If you have a body, you are an athlete.”

about us example, nike, bringing inspiration and innovation to every athlete in the world

This bold sentence, referenced by the asterisked “athlete” in the words right above it, sheds important light on Nike’s audience.

The brand may be big today, but Nike is all about the rising stars whom the company depends on, according to the rest of its about us page, to “expand human potential.”

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What we love: Nike clearly knows its audience and makes its mission obvious to them as soon as they land on the about us page. There’s no question that the visitor is in the right place and understands exactly what Nike has set out to do.

7. Bulldog Skincare

The best about us pages use a good mix of color, have personality, and stay true to a company’s unique brand voice. Let’s look at Bulldog, a skincare brand for men.

The about us page is pithy and leads with a cute bulldog — fitting the name and the brand. It also states the purpose of the products — to help customers from waking up with the (admittedly adorable) wrinkly face you see when you visit Bulldog’s website.

About us example, bulldog

What we love: Bulldog isn’t afraid to have fun with its brand. That bit of humor makes this about us page anything but typical. It primes visitors for a story in a way that makes them immediately feel connected to Bulldog’s mission and vision.

8. Doomtree

Made up of talented artists with thriving solo careers, Doomtree brings these musicians together to work on creative projects as a crew. The group “started as a mess of friends in Minneapolis, fooling around after school, trying to make music without reading the manual.”

As soon as you arrive on Doomtree’s about us page, you’re greeted with big, bold photos of those friends.

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About Us Page Examples: Doomtree

As you scroll down, you get more interaction with the crew’s events and music tracks. That makes sense because it gives visitors an instant sample of Doomtree’s product.

About Us Page Examples: doomtree events

Pro tip: Find ways to use multimedia elements. If a picture is worth a thousand words, a video will be worth many times more. Consider combining your unique story with audio and visuals like Doomtree.

9. Below the Fold

Below the Fold is a company committed to “sharing news stories you aren’t hearing anywhere else.”

With that in mind, the big headline on the about page introduces the company’s purpose. Further down, you’ll find four core values, how the business generates revenue and more details about the team behind the scenes.

about us example, Below the Fold

What we love: This page gets straight to the point about what Below the Fold is, who it serves, and why it exists. The simple design lacks color, embellishments, and sensational imagery, so the reader can focus on what the company has to say — a direct nod to the mission statement.

10. Ceros

Ceros’ about us page is interactive and engaging. As you scroll, you see a timeline of the company’s achievements since the year 2006.

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Next, there’s the awesome design of awards the company has received. This positions Ceros as the choice brand for potential job seekers.

Ceros about us page

What we love: Ceros keeps the text on the page short and sweet, with powerful statements like “our mission is to inspire & unlock creativity.”

 Ceros about us page1

11. Sweet Loren’s

From start to finish, Sweet Loren’s about us page is playful, engaging, and colorful. The page starts with a 60-second video and even incorporates cookie dough-scooping gifs. As you scroll, you’ll move through some of Sweet Loren’s impressive values, including inclusivity and refusing to compromise.

What we love: Sweet Loren’s yummy products are last on the page, ensuring you’re fully primed to purchase only after learning about Sweet Loren’s mission.

about us page example, Sweet Loren's

12. TalEx

TalEx began when two women left a major recruiting firm to build their own. TalEx has since seen unprecedented growth at 4,900% in the three years. The company’s about page captures this history and more.

What we love: The company’s emphasis on social responsibility takes up nearly half the page, making this core value clear. The statement explains TalEx’s commitment to donate 5% of its annual net profit to philanthropic organizations. People who visit the website know immediately that giving back is important to the team at TalEx.

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about us page example, TalEx

13. LoveBug Probiotics

LoveBug Probiotics’ page effectively includes all the information you’d need on the company to make an informed purchasing decision. That includes how the founder came up with the idea, her personal ties to the vision, and the science behind her probiotic.

While the products are science-backed, the about us page doesn’t confuse visitors with difficult-to-understand facts. Instead, the page is straightforward and helpful.

About us example, lovebug

What we love: This about us page features an image of the founder’s four young children wearing “Chief Fun Officer,” “Chief Giggle Office,” “Chief Silly Officer,” and “Chief Humor Officer” T-shirts. There aren’t many pages with cuter introductions than that.

14. Brown and Coconut

Sometimes, simpler is better — as is the case with Brown and Coconut. This about us page features a photo of the two co-founders alongside a few paragraphs of text outlining the brand’s vision.

Brown and Coconut’s about page uses no-fuss language to describe the business.

What we love: Rather than ending with a CTA directing visitors to its products, the co-founders choose to include a CTA for visitors to follow the business on its social channels, thus promoting a more effective, long-term lead generation strategy that starts with brand awareness.

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Brown and coconut about us page

15. Kuno Creative

Kuno Creative’s about page effectively focuses on what makes the company different: its people. While the first paragraph describes the origin of the digital marketing agency, black-and-white headshots of all its employees take most of the page up, along with descriptions of each member.

What we love: If you’re unsure what you want to include on your about us page, consider noting how Kuno Creative focuses on its people, rather than its product. This offers a great way to humanize your brand.

about us example, kuno creative

About Me Page Templates and Examples

About Me Template

About me pages vary‌, but most great pages include a few standard elements. You can see a suggested template from HubSpot below.

about me template, Hubspot

Make sure you include the following information on your page.

Next, you’ll see these elements in action in the examples below.

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Done-for-you About Me Page Templates

1. Coax Template (WordPress)

The Coax template allows the typography and copy to take center stage. This text-centric approach highlights your personal accomplishments and sells your services. Consider laying out content like a resume with big subheads on the left and descriptive text on the right.

Plus, this template is powered by Elementor, a page builder that makes customization easy.

2. One-page Portfolio Template

Instead of a wall of text, this about me page is neatly divided into separate sections. The text at the top of the page allows you to describe your mission and background.

The icons in the next section call attention to three specific services you provide. Further down the page, you can explain those services in greater detail. You can also include photos to show what you can do.

about me template portfolio

3. Beckham Template

Your about me page should provide a highlight of your accomplishments, as well as an overview of your service. This template can help you put your best foot forward.

The Beckham template includes a suggested place to link your resume, as well as sections to show off previously completed projects.

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What we love: Near the bottom of the page, you can show off important numbers. That includes how many clients you have, how many projects you’ve completed, and how much coffee you drank.

about me template, beckham

4. Calvin Template

For personal websites, consider placing your contact information front and center. Your visitors shouldn’t have to search to see how they can reach out.

The Calvin template makes integrating your contact information and personal story seamless. This template leads with email and phone numbers, and you can outline your services before including links to your work.

about me template, calvin template

Best About Me Page Examples

1. Joe Payton

The style and tone of your about page should match the services you provide. Let’s look at Joe Payton’s website as an example.

Not only do Joe’s illustrative self-portraits give him a personal brand that customers will remember, but also they show his expertise as a designer and animator. His website visitors can learn what he does in an easily digestible way.

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about me example, joe payton

What we love: Joe freely expresses his values as a creative professional on a well-organized page. He tells a story that guides the reader through each section, without having them scroll endlessly to the bottom of the page.

2. Kero One

Kero One is a hip-hop artist and DJ from San Francisco. His about me page carries a valuable lesson to personal brands that cater to over one audience, especially if those audiences speak different languages.

Kero One’s about me page tells his story in English, Japanese, Korean, and Chinese. Including these East Asian languages helps Kero One connect with listeners in these different communities.

Pro tip: If your services are global or your offerings come in multiple languages, consider having your about me page in several languages.

About me page, Kero One in english

3. Aja Frost

All right, we might be biased in highlighting this professional, as Aja is our very own director of English growth at HubSpot. Nonetheless, the ingenuity she brings to the company isn’t lost on her website’s about me page.

Being a data-driven professional, Aja knows her clients are looking for more than her writing skills.

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They want to see how her content has performed. With that in mind, her about me page tells a story of her career growth, which peaks — no pun intended — at an impressive line graph showing the result of an SEO strategy she implemented for the HubSpot Blog.

about me example, aja frost

What we love: Aja understands the value of being personable even in a digital space like an about me page. She closes out her about page with a personal note on what she does in her spare time — a great way to humanize yourself in the eyes of your potential customers.

4. Madison Butler

Madison Butler is an HR change-maker “committed to deconstructing the status quo and rebuilding corporate America, one organization at a time.” She does this through her DEI work and her advocacy.

Her about page, which doubles as the site’s homepage, calls this out at the very top in one bold statement: “I am here to ensure organizations know how to make space for everyone.”

What we love: Madison’s about page is effective because it stays true to her mission while being simple, effective, and to the point. The second sentence in the headline, “You belong here,” underscores the inclusivity of Butler’s mission and work.

About me example, Madison Butler

5. Sara Dietschy

This professional YouTube content creator has an eclectic collection of videos related to technology and culture and expresses that diversity all over her about me page.

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Besides the vibrant self-portrait at the top of the page, Sara’s first sentence tells you just how many people subscribe to her channel: 835,000.

This is an important number to know for her potential video advertisers and collaborators who want to know how much exposure they’d get by working with her or advertising on her channel.

Sara Dietschy about me page

What we love: The color text on her page highlights key information. This helps the reader navigate the page and understand what’s important for them to know.

6. ShaDrena

ShaDrena is a graphic artist whose mission is to “visually build creative rebellious brands beyond a logo.” In three sections — about, bio, and random facts — the audience gets the full ShaDrena experience, which is more than just design. It’s also about voice and personality.

As a self-described “creative hustler,” “rule-breaker,” and “designer of dope brands,” the language ShaDrena uses on her site comes across as edgy and authentic.

What we love: ShaDrena’s about page is counterintuitive to what someone might expect from a graphic artist. ShaDrena presented most of the content in black, white, and gray, which puts all the focus on the composition of her design.

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About me example, ShaDrena

7. Marc Ensign

On his about page, Marc Ensign takes his work seriously without taking himself too seriously. Marketers know there’s value in keeping a casual tone in the content they create, but to attract customers, you need to prove you have discipline and integrity. This often proves to be a tough balance to get right.

What we love: Marc Ensign nails the balance between friendly and formal with a confident opening statement. This draws the reader in and establishes Marc as a relatable partner to work with.

about me example, Marc Ensign

8. Miracle Inameti-Archibong

With an excellent design that emphasizes her copy, Miracle Inameti-Archibong’s site is a master class on how to do a one-page website well. Miracle presents the content with large clear images, bold colors, dynamic angles and blocks, and simple typography.

What we love: Miracle’s about me section spans over a decade, but it’s laid out in just four sentences. The reader can easily understand her career span without being overwhelmed with excess information.

9. Haley Shapley

Haley is a freelance writer and editor who uses a single-page format for her website to showcase her personality, writing samples, and professional services. The site also features a very cool animated video effect in the background, creating a sense of space and movement.

About me example, Haley Shapley

What we love: Haley leads with an important number: She can write over 100 articles a year. Starting with an impressive data point helps show her level of experience.

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10. Amy Blaschka

Amy Blaschka’s portfolio features plenty of white space, balanced out with a bright blue header that really pops, and orange buttons for conversion actions (i.e., “Let’s talk”). Her use of video to explain what she does also helps her stand out in a crowded space.

about me example Amy Blaschka

What we love: To showcase her creativity and individuality, Amy has a list of bullet points of things she loves and things she doesn’t love. She also provides website visitors with three (yes, three!) different versions of her bio: a short one (under 75 words), one that’s longer (under 150 words), and her full bio, which takes up an entire page.

By doing this, she’s showing her talent for crafting messaging and educating prospective customers about who she is. Very sneaky, Amy!

11. Cathy Derus

Cathy Derus’ site features bold images and crisp text. The site also highlights Cathy’s appearances in major media outlets and publications, like Entrepreneur and Cosmopolitan.

About me template, Cathy Derus

What we love: Cathy’s about section features a full-page image of Cathy on her laptop, with a brief text introduction directly to the right of her. Instead of breaking up the image with text, Cathy overlays the text on the actual image, so website visitors get the feeling they are actually in her office with her. This is a great way to build credibility.

12. Matt Gray

Matt is a serial entrepreneur who now manages a portfolio of “soulful businesses.” His website promotes the paid courses he’s developed for entrepreneurs and the one-on-one coaching he provides to those looking for a more personalized touch.

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Matt’s site provides plenty of content to help visitors understand who he is and what he does. The focus of the site is very simple: to get visitors to convert by signing up for his email newsletter.

about me example, Matt Gray

What we love: Below the bio section, Matt breaks down his offerings in a simple 1-2-3 format, providing something for everybody. Lower on the page, visitors find a mailing list sign-up form with a commitment of what subscribers will receive by signing up.

Tell the World All About You

Now that you’ve seen examples, it’s time to build your own about page. With a good story to tell, creative copy, humility, and digestible visuals, you’re on your way to an eye-catching user experience.

You’ll be standing out from a sea of about us and about me pages in no time. So, tell us, what makes you different? We’re eager to learn more about you.

Editor’s note: This post was originally published in October 2020 and has been updated for comprehensiveness.

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MARKETING

The power of program management in martech

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The power of program management in martech

As a supporter of the program perspective for initiatives, I recognize the value of managing related projects, products and activities as a unified entity. 

While one-off projects have their place, they often involve numerous moving parts and in my experience, using a project-based approach can lead to crucial elements being overlooked. This is particularly true when building a martech stack or developing content, for example, where a program-based approach can ensure that all aspects are considered and properly integrated. 

For many CMOs and marketing organizations, programs are becoming powerful tools for aligning diverse initiatives and driving strategic objectives. Let’s explore the essential role of programs in product management, project management and marketing operations, bridging technical details with business priorities. 

Programs in product management

Product management is a fascinating domain where programs operate as a strategic framework, coordinating related products or product lines to meet specific business objectives.

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Product managers are responsible for defining a product or product line’s strategy, roadmap and features. They work closely with program managers, who ensure alignment with market demands, customer needs and the company’s overall vision by managing offerings at a program level. 

Program managers optimize the product portfolio, make strategic decisions about resource allocation and ensure that each product contributes to the program’s goals. One key aspect of program management in product management is identifying synergies between products. 

Program managers can drive innovation and efficiency across the portfolio by leveraging shared technologies, customer insights, or market trends. This approach enables organizations to respond quickly to changing market conditions, seize emerging opportunities and maintain a competitive advantage. Product managers, in turn, use these insights to shape the direction of individual products.

Moreover, programs in product management facilitate cross-functional collaboration and knowledge sharing. Program managers foster a holistic understanding of customer needs and market dynamics by bringing together teams from various departments, such as engineering, marketing and sales.

Product managers also play a crucial role in this collaborative approach, ensuring that all stakeholders work towards common goals, ultimately leading to more successful product launches and enhanced customer satisfaction.

Dig deeper: Understanding different product roles in marketing technology acquisition

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Programs in project management

In project management, programs provide a structured approach for managing related projects as a unified entity, supporting broader strategic objectives. Project managers are responsible for planning, executing and closing individual projects within a program. They focus on specific deliverables, timelines and budgets. 

On the other hand, program managers oversee these projects’ coordination, dependencies and outcomes, ensuring they collectively deliver the desired benefits and align with the organization’s strategic goals.

A typical example of a program in project management is a martech stack optimization initiative. Such a program may involve integrating marketing technology tools and platforms, implementing customer data management systems and training employees on the updated technologies. Project managers would be responsible for the day-to-day management of each project. 

In contrast, the program manager ensures a cohesive approach, minimizes disruptions and realizes the full potential of the martech investments to improve marketing efficiency, personalization and ROI.

The benefits of program management in project management are numerous. Program managers help organizations prioritize initiatives that deliver the greatest value by aligning projects with strategic objectives. They also identify and mitigate risks that span multiple projects, ensuring that issues in one area don’t derail the entire program. Project managers, in turn, benefit from this oversight and guidance, as they can focus on successfully executing their projects.

Additionally, program management enables efficient resource allocation, as skills and expertise can be shared across projects, reducing duplication of effort and maximizing value. Project managers can leverage these resources and collaborate with other project teams to achieve their objectives more effectively.

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Dig deeper: Combining martech projects: 5 questions to ask

Programs in marketing operations

In marketing operations, programs play a vital role in integrating and managing various marketing activities to achieve overarching goals. Marketing programs encompass multiple initiatives, such as advertising, content marketing, social media and event planning. Organizations ensure consistent messaging, strategic alignment, and measurable results by managing these activities as a cohesive program.

In marketing operations, various roles, such as MOps managers, campaign managers, content managers, digital marketing managers and analytics managers, collaborate to develop and execute comprehensive marketing plans that support the organization’s business objectives. 

These professionals work closely with cross-functional teams, including creative, analytics and sales, to ensure that all marketing efforts are coordinated and optimized for maximum impact. This involves setting clear goals, defining key performance indicators (KPIs) and continuously monitoring and adjusting strategies based on data-driven insights.

One of the primary benefits of a programmatic approach in marketing operations is maintaining a consistent brand voice and message across all channels. By establishing guidelines and standards for content creation, visual design and customer interactions, marketing teams ensure that the brand’s identity remains cohesive and recognizable. This consistency builds customer trust, reinforces brand loyalty and drives business growth.

Programs in marketing operations enable organizations to take a holistic approach to customer engagement. By analyzing customer data and feedback across various touchpoints, marketing professionals can identify opportunities for improvement and develop targeted strategies to enhance the customer experience. This customer-centric approach leads to increased satisfaction, higher retention rates and more effective marketing investments.

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Dig deeper: Mastering the art of goal setting in marketing operations

Embracing the power of programs for long-term success

We’ve explored how programs enable marketing organizations to drive strategic success and create lasting impact by aligning diverse initiatives across product management, project management and marketing operations. 

  • Product management programs facilitate cross-functional collaboration and ensure alignment with market demands. 
  • In project management, they provide a structured approach for managing related projects and mitigating risks. 
  • In marketing operations, programs enable consistent messaging and a customer-centric approach to engagement.

Program managers play a vital role in maintaining strategic alignment, continuously assessing progress and adapting to changes in the business environment. Keeping programs aligned with long-term objectives maximizes ROI and drives sustainable growth.

Organizations that invest in developing strong program management capabilities will be better positioned to optimize resources, foster innovation and achieve their long-term goals.



As a CMO or marketing leader, it is important to recognize the strategic value of programs and champion their adoption across your organization. By aligning efforts across various domains, you can unlock the full potential of your initiatives and drive meaningful results. Try it, you’ll like it.

Fuel for your marketing strategy.

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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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MARKETING

2 Ways to Take Back the Power in Your Business: Part 2

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2 Ways to Take Back the Power in Your Business: Part 2

2 Ways to Take Back the Power in Your Business

Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

  • Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
  • Colleagues: Their tried-and-true proven tactics or lessons learned.
  • Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.

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1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

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Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 

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I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

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She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 

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Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

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However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

  • What are their outcomes? 
  • What metrics are they tracking for success? 
  • What is their bottom line against yours? 
  • How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 

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Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

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Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 

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Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

  • Tasks that Generate Revenue
  • Tasks that Cost Me Money
  • Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

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I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 


ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?

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Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 


Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

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They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 

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But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

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The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.

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He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 


PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 

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Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.


Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 

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In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 

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Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.

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Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.


Disruptive Design Raising the Bar of Content Marketing with Graphic

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MARKETING

Roundel Media Studio: What to Expect From Target’s New Self-Service Platform

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Commerce


By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.

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But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source: Target.com

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

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  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

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  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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