Write From Your Reader's Perspective
Published on November 17, 2009
Did you see that word in the headline above?
The word "your" made the headline directly relevant to, well... you.
It has been said that the most important word in copywriting is "you"—and that is certainly true.
When potential customers arrive at your website or look over your marketing materials, they immediately want to know what's in it for them. If that's not obvious, chances are they will move on quickly.
By using the word "you," you begin to establish a connection with readers because you address their needs. And rather than objectifying your message—placing it on a pedestal, as an object of study—you personalize it.
Instead of creating an abstraction, you start to build a relationship.
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David Fideler is a copywriter and the developer of Core Message Analysis (www.coremessageanalysis.com). Reach him at contact@concordcd.com.
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Comments
It is great saying that you should put your customers first, and this is obviously a great article.
We all think we know our customers, but it can be enlightening to really dig deep into what they look for and exactly what their decision making criteria is.
Carry out a customer feedback questionnaire which really delves deeply into what your customers or clients want, and equally importantly how well you compare with these!!