As a business owner, it’s natural to want to tell the world who you are, what you do and why you’re the best. So when it comes to writing marketing or advertising copy, it’s easy to fall into the trap of only talking about “me, me, me”.

By Steve Manning

I’ll break this to you gently…your potential customers don’t really care about you.
(insert gasp)

Why? Because all they care about is what you can do for them.
(I know. Those selfish so-and-sos.)

Shift your focus
The biggest mistake businesses make when writing their marketing communication is to only focus on themselves.

“We do this. We do that. We’re one of the most reliable, most fantastic, most awarded companies in the history of the world. Our mission is to be the best company ever.”

We. Our. Us. These seemingly harmless words are actually quite poisonous when it comes to persuading your audience. In fact, good copywriters avoid these words like the plague, using words like ‘you’ and ‘your’ instead.

Use benefit-driven copy
The key is to think about how your product or service benefits the customer. What’s in it for them? How does it make their life easier/better/simpler? Does it save them time, money or hassle?

If you can demonstrate how your product or service benefits the customer’s life, they’re more likely to respond positively to your message.

For example, which of the following pieces of copy appeals to you more:

A) Smith & Co. is your number one choice for home insurance. We have been established since 1975 and have received multiple awards over the years. Our customer service is second to none and we go above and beyond for our clients. Quite simply, we are the experts in home insurance.


B) Your home is your most valuable asset; a place where you and your family feel comfortable and safe. So as Australia’s leading home insurer, Smith & Co. understands the importance of protecting your home. That’s why we take the time to listen to your needs in order to tailor the ideal insurance solution for you.

(Hopefully you chose the second piece!)

You can see how switching the focus back to the customer can make a big difference. You’re connecting with their emotions of comfort and security, plus you’ve reassured them that you’ll listen to their needs and tailor an insurance solution just for them.

Put yourself in the customer’s shoes
So next time you’re writing your business communication, stop for a minute and put yourself in the customer’s shoes.

What do they want to hear? Do they want to hear about how great your business is, or would they prefer to know how your product or service benefits them?

Good luck!

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