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Customer-Centric Copy by Jaco Marais






Customer-Centric Copy by
Article Posted: 10/22/2014
Article Views: 1578
Articles Written: 32
Word Count: 384
Article Votes: 1
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Customer-Centric Copy


 
Copywriting,Business Opportunities,Website Promotion
Join The Powercopy Club

When making decisions, human beings are inherently concerned about themselves, whether we like it or not. That is just the way we are wired and it has been like that since the beginning of time. So, when people are visiting a website they unconsciously think , “What’s in it for me?”. They always want to know what the product, business or service can do for them. Will it solve a problem or make their lives easier in any sort of way.

The flip side is that the website owner is only thinking of himself and that’s why the copy on a lot of websites are very self centric, like “We are the best in town” or “Our prices are unbeatable”. So the website owner is trying to show how great his company is, but the visitor is really only concerned with what he can get out of it. As soon as you see “I” or “We” you can be sure that the copy is going to be very self centric, there is nothing wrong with that, but you must put yourself in the prospect’s shoes.

Test your copy with customer centric language. What are they going to get? Try sentences like the following:

1. As a loyal customer, you get extra discount. 2. Your kids deserve the best education. 3. Get your walls painted by an expert you can trust.

See the difference ? All you need to do is turn words such as “I” and “We” into “You” and “Your”. Just by shifting the perspective in your writing could make a big difference in your conversions. Show people that you care about them and about the problem they are having.

With self centric writing, your prospect has to translate what is in it for him, so that is just another hurdle to get over before he can convert. These are some basic examples to give you some ideas. There are still a lot to learn, but try these suggestions out the next time you write some copy. Use some self centric and some customer centric copy and split test them against each other. Like you saw in the above mentioned just by changing a single word in a sentence can have a big impact.

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Completely useless, should be removed from directory.
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 Reader Opinions 
12/14/14 - 11:46:26 PM - David Throop
Nice article Jaco.

While I agree that most of our writing is a by-product of self-centric language, I believe that it's little more than just flipping the pronouns and it starts to become more customer centric.

I've read at many other places that if we focus on an ideal reader or 'avatar' before we begin to write, our copy is much more direct and specific to the customer's needs and wants.

What do you think?

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