The guiding star I navigate by is that if you’re going to sell someone something – you should respect and care about them.
(Call me a softy, I guess…)
But the beautiful thing about this approach?
It works.
Copy that respects and centres your customers builds stronger relationships, and drives better results. Like, I-love-this-brand-so-much-my-friends-joke-about-how-obsessed-I-am kinda results.
Your customers are brilliant, wonderful people. If you’re genuinely offering a product or service that makes their life easier or helps them become their best selves – they will LOVE you for it!
The most important thing you can do is demonstrate you’re listening and prove you’re there to help them.
Every piece of written communication, whether it’s a landing page, an email or even a website pop-up – is a chance to show them that level of care and connection.
After 14 years of writing copy for hundreds of clients, there are a few things I’ve learned:
- The spotlight should always be on the customer and how they benefit.
- Clarity is one of the most important things to strive for.
- Be honest, kind and helpful to your audience.
- If you are generous and give value, other people will build your brand for you.
- You have to believe in the value of what you offer FIRST, before you can sell it.
These principles apply no matter WHAT you are selling.
Copy that respects and centres your customers builds stronger relationships, and drives better results.