What is customer-centred copy and why do you need it?
Here’s a task for you: look at your website and count the number of times you mention “we”. We do this, we do that, we’re boutique, we’re global, we’re so great, we have all the expertise. Guess what… there’s a problem with that. People don’t care about you (yet). That may sound brutal, but it’s true.
Whenever I mention this to clients, there’s usually an “ah-ha” moment. Think about it from a consumers’ point of view for a moment. Do people really care about brands or businesses? No, they don’t. They care about themselves and their own wants and needs. Potential customers aren’t interested in how good (you say) you are. What they want is:
- to solve a problem
- to fill a need
- to eliminate a pain point
- to learn something new
Self-centred copy doesn’t address any of this.
Great copy really connects with people. It has words that resonate and answers the questions they have. It touches on their emotions and builds trust. Only if you get into your customer’s headspace, you can make that all-important connection.
Put your customer first
Writing “You” instead of “We” immediately changes the focus from your business to your customer.
For example, instead of writing: “We’re a leading accounting and tax management agency. We work as an advisory partner to all our clients to support their business growth.” Write: “To grow your business, you need a leading accounting and tax management agency you can rely on. Chartered accountants who are right by your side and support your business goals.”
It makes a difference, but I know it can be tough to strike a balance. Your content shouldn’t completely ignore your offerings, but you have to make sure it adds value. Even when you talk about yourself and the business, it should be firmly focused on the customer.
It’s not an easy task, which is why copywriters like me get hired to craft words for websites and other marketing materials. We’re skilled researchers, understand what resonates with different audiences, and know how to produce words that add real value to your business.
As a business owner, you are probably way too close to your story to write your own website copy. Do you even have the time? Here’s why outsourcing your copywriting makes sense, but if you want to have a crack at it yourself, keep these pointers in mind:
1. Know your (ideal) customer
It is essential to have a more than surface level understanding of your target audiences. Learn about their needs, interests, behaviours, preferences and concerns. Take some time to create a detailed buyer persona for each target audience. With this information, you can write copy that provides value, offers solutions, and guides your ideal customer to take action. More about that here.
2. Talk about the outcomes
Once you know your audience, you’ll get to know their pain points. Don’t just write about the service or product you offer but think in terms of the problems you solve. Don’t focus on just the features of your service, but on the benefits—what they will gain from working with you. For instance, if your audience is busy professionals, let them know that you’re efficient, stick to agreed timeframe, and are responsive.
3. Check your website’s readability
Your website content should be easy to digest, written for those who like to skim for important information. Nobody has time to read long pages of text. Use short sentences and paragraphs and add section headers and whitespace to break up large amounts of text. In blogs, case studies and articles, use bullet points and/or numbered lists. They consolidate important points in easy-to-read “bites.”
4. Keep it simple
Even though you are an expert, you don’t have to use big words. Avoid buzzwords, industry jargon and waffle. Authenticity and transparency are important so stay away from flowery and highly technical language. Like a journalist, focus on the five Ws and an H (who, what, when, where, why and how). It will help you address the fundamental questions that every story or piece of copy should answer. Also, put the most important details first. It’s what reporters call the “inverted pyramid” style of writing. There’s another helpful blog post about Writing for Websites here.
No matter what you sell or who to, if you frame your marketing message from the customer’s point of view first (not your own), your copy will be much more targeted and customer centric. If your website is lacking in that department, now is the time to make a change.
Call us on 021 492040 or email info@sweetorange.co.nz for an obligation-free chat.
~ by Martine Pierhagen, senior copywriter and founder of Sweet Orange
Again, with huge thanks to all the amazing photographers that share their work to use for free by all on unsplash.com