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These past few months I’ve been reaching out via email to some high-profile writers that I’ve never met so that I can cajole them into an interview for my new book. It’s always difficult cold-emailing someone that you don’t know because you are desperate to convey your credentials, but you don’t want to blather on about yourself imperiling your original point for contacting them.

I have found the answer in the oft ignored and under appreciated “About” page of my web site. In each email pitch I state who I am, what I want, and ask them to please look at the link below for more information about me.

Dear Fabulous One,

My name is Lou Lesko, I’m a writer working on a new book titled Nose Hair Photography for the Faint of Heart. I would greatly appreciate the opportunity to interview you for the book at your convenience. My preferred method of interview is in person, but I am very amenable to conduct the interview via phone call or email. For information about me please click on the link below.

My “About” page has been proven a highly effective electronic calling card because it adds all the things I want to say about myself to the pitch email without adding extra text making the pitch look undesirably lengthy. If someone knows me and my work, they don’t have to drudge through a diatribe about who I am. Those that need to know more can click the link to my “About” page and get the scoop.

This, of course, begs the question, “What’s a good ‘About’ page look like?” The matter is entirely up to you but there are a few guidelines that I’ve found to be effective.

The number one mistake that people make in writing an autobiographical paragraph is shoving too much information into it. Understand the end use of the biography. You’re appealing to people who want to know about you and your photography. So starting with the act of your conception as told by your mother might be a little too much information.

A quick sentence about the epiphany that led you to photography is always fun. Here’s mine;

I got into photography by accident when I drove my friend, who was a model, to pick up some modeling test photos from a photo studio. It struck me that that was what I wanted to do.

Mention your formal education if you survived one. In my case I graduated with an English Writing degree.

Shortly thereafter I attended USC and graduated in 1989 with a degree in English. From there I went on to settle in Los Angeles to try and make it as a professional photographer.

Don’t be shy about achievements like awards and high profile assignments, just don’t sound arrogant about it.

Soon after graduating I found myself lucky enough to be sent to the former Soviet Union on an assignment that greatly influenced my current shooting style.

After you’ve written all that, distill it further. The one thing I don’t like about the lines above is that I mention graduation twice. This is about me the photographer, not me the student. Also the lines above are pedantic and have a very “and then” cadence. Don’t be afraid to make things interesting. Think about how you would tell the story if you were trying to impress someone you wanted to date.

I had a crush on a model who was a friend of mine who I took to pick up some modeling test photos from a photographers studio. When I saw the images I was inspired to give it a try. After two years of shooting on my own and three years of earning an English degree at USC, I got lucky and was given the opportunity to go on assignment in the former Soviet Union. That experience turned out to be a huge influence on how I shoot now. Since getting back from Russia I’ve settled in Los Angeles and have been shooting commercial and editorial fashion. A partial list of clients and career highlights is below.

Then go on to list and link to a few things you’ve done. There are two schools of thought about client lists. I like partial clients lists that list your top five clients, others would argue a “if you got em, list them” approach. There’s no right or wrong way.

You can also write your biography in the third person: “Lou Lesko went on to shoot…” I used to subscribe to this method, but I have found that if someone wants to know about you, it should be in your voice. The contemporary reality is at that face-to-face meetings are difficult to set up, so conveying a sense of your personality whenever you can will always help your cause.

Put a picture of yourself on your about page. Portraits are highly subjective things. And believe me you will change yours twenty times before you find something that you’re happy with. That’s okay. You’re supposed to be an obsessive-compulsive lunatic — you’re a photographer.

The last bit of advice I want to impart is, be confident. The “About” page is about you. If you’ve entered into the photography industry, you have the gift of creativity and the balls of an entrepreneur. That is something to be proud of.