It’s one of the first basic lessons copywriters learn. So why is it that so many websites violate this fundamental principle? When a visitor comes to your site they are looking for the answer to the question, “What’s in it for me?” If someone asked you that question in real life, your answer would be something along the lines of, “Well, you’ll get this and that. Plus our product lets you do X better than any other product. And then there’s this thingee that will help you with tasks 1, 2 and 3.”
You’d acknowledge the customer and speak directly to them when answering the question. You’d tailor the information just for them. But that’s not what you see most of the time. Instead of “you” and “your” what is usually seen is a site that we’s all over itself.
Welcome to our website. We do this and we also do that. In addition, we can make these things. Our service is the best. We can adapt our product so it is smaller or larger and we can also change the color. Yadda, yadda, yadda.
There are two things wrong with copy like that. (1) It ignores the customer completely. It doesn’t even acknowledge that an actual person is reading the page. Instead it speaks solely about the company. (2) It doesn’t answer your visitor’s question of what is in it for them.
Change the focus!
Instead of: We can create custom web designs.
Say: Your website will have a custom design.
A Stronger Connection Means More Conversions
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Instead of: We offer imported candles from Europe.
Say: You will find imported European candles.
Instead of: Our service is second to none.
Say: You’ll receive exceptional service.
Should you never use “we” or “our”? Sure you can! Sparingly. But if the entire web page is company focused instead of customer focused, changes need to be made.
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