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 socializing to your 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 headlines and copy that focus on your users, not yourself. When users visit your site, they’re looking for a solution to their problem. They don’t want to hear about you or your company. They want to hear how your product can help make their lives better. Stop talking about your company and start talking about your users more by targeting your headlines and copy on their needs and benefits.
Focus on User Benefits over Product Features
Your headlines and copy should talk less about your product’s features, 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? Users want to know the unique benefits they’ll get by using your product. Don’t get bogged down in detail with technical feature specifications. Headlines and copy that focus on user benefits over product features are the ones that compel users to buy. Here’s great example of features vs. benefits.
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 users and selling products. If you focus on 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 more to rave about on social media than themselves.