… and the ONE change you can implement to make your customers feel heard, understood, and excited to throw cold, hard cash at you.
You’re proud of your website…
You’ve worked hard on your offers, products or services…
And you’re pretty sure you know your audience like the back of your hand.
But your conversions are down. Your site traffic isn’t converting. Your sales have slowed to a crawl. And not knowing why your site visitors aren’t jumping at the chance to become customers is driving you nuts.
(We’re not far off with that summary, are we?)
It’s OK if you can’t figure out where you’re going wrong. Because we’ll tell you…
The #1 mistake so many business owners make when writing their own copy and marketing is to talk about themselves.
It doesn’t matter what you sell, the spotlight should be on your customers, not you. Making this mistake, and hogging the limelight, can be a HUGE turn off for your ideal clients. Worse than that, it can leave people feeling like you don’t “get them”, which hurts your conversions and sales.
But there’s good news – fixing this mistake is easier than you think and we’re gonna show you how.
The catastrophic danger of only talking about yourself…
Putting the spotlight on you is kind of like going on a date, and finding out that the other person will not stop talking about themselves.
You’re trying to form a connection but they’re not asking a single thing about you – only listing all the things that make THEM amazing. They forget to give you a chance to take centre stage even just one second. And to top it all off, they order the lobster and expect you to pay.
OK, the last part isn’t relevant to your business – but the rest is bang on.
Not only are these huge red flags the sign of a bad first-date, they may also be the reason your copy isn’t converting either.
Here’s what we mean… if you find yourself only talking about your business, your products and services, and how great you are in your copy, chances are – you’ll struggle to get a second chance from your audience!
Not only that, but you’ll experience common challenges that cripple your goal of making an impact and making money. Peek through your fingers if you have to, but here’s what happens when you make everything about you:
- Poor quality leads
- High bounce rate
- Close to zero conversions
- Low sales and profit
- Loss of customer trust
Painful stuff, right? 🤕
All these unwanted outcomes can become super common struggles when it comes to building your online business, and your copy may be the culprit as to why!
Your customers care about one thing (hint: it’s not you)
The bottom line is, your clients care more about what you can do for them than who you are, or what fancy features your product or service comes with.
They want to know that you can help them long-term, that you understand where they’re coming from, and that you’re on the same page with them. And, if they like you as a person enough to want to continue a relationship with you.
This is the #1 rule of copy that many businesses fail to master. It’s also one of the most important differences between copy that is simply words on a screen, and copy that turns your website into a 24/7 sales machine.
So, how do you make sure you keep the spotlight on your clients, and not on yourself?
We’re glad we put the words in your mouth and made you ask. Here’s what you can do to step out of the spotlight and point it at your customers instead.
Speak to your customers at least 80% of the time
Yep, turning copy from boring to brilliant can be as simple as making sure you’re talking to your audience at least 80% of the time and using inclusive language.
The reverse is also true.
Start talking about yourself 80% of the time and you’ll see how jarring and out of touch a website feels.
Odds are you’ve seen this mistake in action even if you didn’t register it. If you’ve ever clicked through to a website only to find a snoozefest of a mission statement bragging about a track record of excellence or decades of experience, you know how off-putting this can be.
Since you want people to throw cash at you (not race back to Google to look for someone who doesn’t hog the mic), here’s an example of what you should do instead.
Let’s imagine you run an online business called ‘Weight No More’ that helps clients drop a few kilos and feel better about themselves. Below, we’ve created two ways you might share the same message.
The first is by talking about yourself (hint: most businesses are doing this). And the second grabs the spotlight and shines it directly on your customer.
|Talking about yourself||Talking about your customer|
|My unique weight loss method is what has helped me deliver fast weight loss results for my clients.||It’s possible to achieve the weight loss results you’ve been working so hard for, and I will be there to support you every step of the way.|
Same message, different delivery.
Which option sounds more genuine, customer-centric, and desirable?
It’s a no-brainer.
Here’s another example…
Imagine you spent weeks pouring your heart and soul into a course to help growth-minded professionals take the next step in their careers. With modules and stages and worksheets (oh my), you’re pretty proud of the effort you’ve put in.
|Talking about yourself||Talking about your customer|
|I’ve created 6 video modules and 15 worksheets that have helped my clients progress their career.||Finally, you can access the tools and resources you need to achieve your dream career faster.|
See the difference?
The former is all about you and what you do. The latter is about your customer and what they want.
Same message, different delivery,
Nailing this small (but super powerful) tweak is all about including your customer in the conversation, and positioning them as the hero of their own story (instead of you and your business).
Relate with them on a real, human, personal level by taking the time to listen to what your audience is saying, and repeating that back to them. If you can describe your ideal clients’ challenges back to them, better than they’ve been able to in the past, you’ve got a customer for life.
Savvy Copy Tip: Unsure if you’re using enough “you” language? Hit Command+F (Mac) or Control+F (PC) to search for ‘you’ or another second person pronoun. Now, repeat the process but search for ‘we’ or another first person pronoun. If you’re not using “you” language at least 80% of the copy, your balance is off.
Let’s recap what we’ve learned in 30 seconds
Alright, pencils down and heads up.
Here’s the most important takeaway for your business.
Use your copy as a way to share that you understand what bothers your customers. Talk to your customers at least 80% of the time and use direct, clear language so people don’t feel like your business is too advanced and far off for them.
Believe us, with 1000’s of raving clients and tens of millions generated in sales, this is a much better way to kick off your copy than listing out your company information or product features.
And, since too many people fail to understand this and are continuing to break this #1 rule, you’ll immediately stand out against your competitors and attract more of your ideal clients.
Are you ready to save time and trust your brand’s copy to a team of direct response superstars with a track record of success? Book a strategy call below to chat with a Savvy Copy expert.
Let’s Chat About Your Copy (It’s FREE and Only Requires 45 Minutes of Your Time)
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