When it comes to Ad Copy, there are two schools of thought. Some businesses want to impress you with how good they are. Their advertising copy is all about them. We do this. We have that. We know how to do it right. But that kind of ad copy is missing something: the customer.
Here’s the thing: customers shop around because they have problems, challenges, desires. They aren’t really shopping for a product (or service), and they’re not really looking for someone to sell them something. People hate to be sold…but they love to buy. They buy products that fill their needs or make them feel good.
Ad Copy has an important job
The second school of thought is that it’s all about the customer. After all, without customers, we wouldn’t be in business. Their ad content focuses on customers and their needs. The best advertising that does this shows a deep understanding of the customer’s thinking. It doesn’t start with “what you sell.” It starts with the customer. “If you want to know why John Smith buys what he buys, you need to see the world through John Smith’s eyes.” That lets you understand his thinking, and his decision process. Using this information in your ad copy immediately helps you reach customers.
What’s in your ad copy?
Take a look at your marketing materials: brochures, websites, email blasts, blog posts, messages on hold, and other marketing tools. Does your ad copy focus on your company, or on the customer’s desires? Here’s a simple exercise: take a look at any promotional copy, and circle every mention of your company name or the word “we.” Try it right now.
How did your ad copy do?
If your marketing materials are like most, they’re filled with circles. They focus on your business, not on your customer’s needs. So what can you do? It’s easy: turn it around 180º to focus on your customer. Not sure how to do that? Email me your ad copy, and lets set up a Free Customer-Centered Copy Strategy Session. In just minutes you’ll see the difference, in your copy, and in your results. Call 800-862-8896 today.