by anthony on 03/29/11 at 9:50 pm
In today’s society where social media rules, people can’t stop talking about themselves. That’s fine if you’re an interesting person, and that’s what your friends and family want to hear. But if you’re running a business and selling a product, talking about yourself too much can give potential users and customers the impression that you care more about your needs than theirs.
If your goal is to gain more users and customers to your website, you should write headlines and copy that focus on them, not you and your company. Websites that talk too much about themselves or their company instantly turn users off. It’s great that you think you’re great, but when users visit your site, they’re looking for a solution to their problems. They want to get things done and do great things. They don’t want to hear about you or your company. They want to hear about how your product can help make their lives better. Once you stop talking about you and your company, and start talking about your users more, their perspective about you will change. They’ll notice that your site offers more value than before. However, your products haven’t changed at all. All you have changed is the focus of your headlines and copy.
Focus on user benefits over the product.
Your headlines and copy should talk less about your product, and more about what users can do with your product. What special ability do they gain from using your product that they wouldn’t get if they didn’t use it? That’s the perspective you should give users. Talk less about your product’s features, and more about the different things users can do with those features. The difference between the two might seem small, but the difference is there. Headlines and copy that focus on user benefits over the product are the ones that compel users to buy.
Speak the language of “you”, not “we”.
Words like “we”, “our” and the name of your company should rarely show up in your headlines and copy. Instead, speak the language of “you” and “your” so that users know that they’re your first priority. Take the focus off you and your company and put it on the user. They’re the ones who decide whether your product has value, not you. Users will vote with their money. If you’re not getting enough votes, you probably aren’t speaking the user’s language.
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 We We 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 high customer focus ratio, your website copy isn’t something you have to worry about. If you have a low customer focus ratio, you should consider rewriting your website copy so that it focuses more on the user and their benefits. Once you’re done, you can calculate the customer focus ratio of your copy by using the We We Text Tool.
The focus of your website’s headlines and copy matter when it comes getting customers and selling products. If you focus on your product and yourself too much, users won’t see the value you offer and leave your site. But when you focus on your users and the how your product benefits them, they’ll have something to rave about in today’s social media society.