Great marketers know that in order to sell something, they have to create a sense of need in the customer and then show how a certain product or service can fulfill that need. Great content writers should do the same thing. Any time a reader comes to your website, he implicitly asks the question “What’s in it for me?” He wants to know whether your company can meet his needs or answer his questions. Your copy, then, should focus on the customer and his needs, not on you.
Content Writers: Focus on the Customer’s Needs
Imagine this scenario. You are a real estate agent. A visitor lands on your website looking for real estate listings. He reads about what a great agent you are, how many homes you have listed, what your average sell time is, and how you approach each sale. He reads about your awards and community involvement. And he drifts away and ends up contracting with another company. Why? Your copy never communicated to him that you understand his needs and that he is important to you. By shifting your focus to his needs rather than your experience, you can capture the reader’s attention and build trust by communicating to him that you understand what he’s looking for. Once he knows what’s in it for him, then you can talk about your qualifications to provide what he needs.
In order to create compelling copy, your writing needs to be “you” focused, not “we” focused. The average reader wants to know what you can do for him. Most companies who have tested this shift in focus have realized significant increases in their conversion rates simply by answering the “What’s in it for me” question. Great content writers know how to use this to advantage by drawing the reader in with an understanding of his problem and then showing him how your company can fix that problem with a product or service.
Content Writers: Creating Compelling Copy
As you develop the theme and design for your website, be willing to invest in content writers that can write compelling copy. If you don’t have writers like this on your staff, a content writing service can help you by providing experienced writers who have been trained to understand what viewers want to hear and how they can keep that viewer on your site.
Don’t settle for blasé writing that leaves readers feeling you’ve wasted their time. Instead, find content writers that can propel your business forward by giving customers the information they want about their most important question: “What’s in it for me?”