by anthony on 03/29/11 at 9:50 pm
In today’s world of social media, people can’t stop talking about themselves. That’s fine if you’re socializing to family and friends, but not if you’re selling a product. Talking about yourself too much can give potential users the impression that you care more about your needs than theirs.
If you want to gain more users and sell more products, you should write copy that focus on the user’s needs, not yourself. When users visit your site, they’re looking for a solution to their problem. They want to hear how your product can help make their lives better, not about how great your company is.
User Benefits > Product Features
Your copywriting should talk less about your product’s features, and more about what users can do with your product. Users want to know the unique benefits they’ll get by using your product.
Don’t get bogged down in detail with technical specifications. Copywriting that focuses on user benefits over product features are the ones that compel users to buy. Here’s an example of the difference between features and benefits.
Speak the Language of “You” not “We”
Words like “we”, “our” and the name of your company should rarely show up in your copy. Instead, speak the language of “you” and “your” so that users know that they’re your first priority.
Put the focus on the user because they’re the ones who decide how much value your product has, not you. Users will vote with their signups and money. If you’re not speaking the user’s language, you won’t get many votes.
Calculate Your Customer Focus Ratio
You need to know how well your website focuses on potential customers. You can calculate your customer focus ratio by using the Customer Focus Calculator.
It analyzes the copy on your site and weighs the number of customer focused words, such as “you” and “your” against self-focused words, such as “I”, “we”, “our”, “us” and your company name. If you have a low customer focus ratio, you should consider rewriting your website copy so that it focuses more on user benefits.
User-focused copywriting is important when it comes to reaching users and selling products. If you focus too much on yourself, users won’t see the value you offer and leave your site. But if you focus on how your product benefits them, you’ll give them something more to rave about on social media than themselves.