When writing marketing copy, it ain't about you.
It ain’t about you.
Sorry…
When I say ‘you’, what I mean of course is anyone selling a product, service, event or idea.
The unfortunate truth for any brand or business is that as a consumer, I don’t really care about you.
Neither does the rest of your target audience.
I wrote about this is in a recent LinkedIn post, which you can read here.
You can talk about yourself sometimes
As a copywriter I sometimes feel like saying this rather abrasive statement when briefing a client. I don’t because that may put them off me a little.
It’s also not entirely true.
Obviously, I’m using a little technique called exaggeration for effect.
Part of my job is to get to know you. I want to get my head around every aspect of the business or brand. After all, you need a bit of background info for the About page.
Also, it’s alright to give yourself a shout out every now and then.
Great, you’ve won an award. Fantastic. Here, have a like. In fact, have a love, I’m feeling generous. Well done you.
Sorry, I’m being cheeky again.
For the most part though, it’s really not about you. And if you make it too much about you, your target audience will switch off and be far less inclined to spend money with you.
But not out of spite. Just because you’re not giving them a good enough reason why they should.
Can you float my boat?
Why do people buy from businesses?
Because they believe that your product or service can improve their lives in some way.
Your target audience only really care whether or not the product or service you sell ticks their boxes, solves their problems or floats their boat.
In other words, it’s all about them.
How do I know this?
Because when I’m the consumer… It’s all about me.
If you were the only business in the world selling what you sell, maybe even the only business in your city or region, then you could get away with talking about yourself, because the people that need what you sell, would come to you anyway.
But my guess is for the most part that’s not the case.
Say I’m buying a pair of headphones, I want to know what this model does that another model doesn’t. The sound’s better. Ok. They’re wireless. Cool. I can buy them on a monthly plan. Handy.
I don’t care how long the brand has been around, what their employees got up to when they were making it or what the brand’s motto is.
All I really want to know is how this product or service helps me.
The same can be said for an accountant, a marketing agency, a café or any other business.
When I’m writing copy, I want to know how it helps my client’s ideal client or customer.
Who are you talking to?
When marketing your business, you have to bear this in mind. Always start with the customer. What do they want?
And then talk directly to them. Let them know that you can give it to them.
Or let me do the talking for you 😉
(What’s that? You do?? You want me to do that? Really? Like, now?
Wow. Ok. Didn’t know it was that easy. Well, in that case, let’s have a chat.)