Write Better Copy With This Simple Tip

Super-embarrassing confession here.

When I was a child, apparently I couldn’t walk by a shiny object (i.e. mirror, toaster, or anything with a reflection) without staring at myself and smiling.

Usually I had a brush in hand, too.

Diva much?

This is back when I wanted to be an actress on The Young & the Restless, so maybe I was just getting into the role.

(I was an 80s kid who watched the Y&R with my Mom every weeknight. Maybe not the best content for a young mind, but I loved it!)

Luckily, my modesty finally kicked in by high school, and I no longer gave shiny objects a double-take.

This brings me to a question:

When it comes to your readers, are you holding up a shiny toaster to their story and letting them be the star?   

OR …. are you making it all about YOU?

One of the basic rules of copywriting is to keep things focused on your audience.

• Speak to THEIR dreams.

• Speak to THEIR dreams.  

• Empathize with THEIR struggles.  

You’ll know you’re doing this well if your copy has a lot of “YOUs” in it.

But if every other sentence is “I this” and “I that” …?

Well, you’ve given yourself the leading role. And that’s no fun for your readers.*

*Friendly disclaimer: It’s OK to share stories about yourself once in a while. After all, people connect with people. Your readers want to get to know you as a person, not just as a business owner. Just make sure that you always loop things back to THEM because ultimately, that’s what they care about. It’s just human nature.

So, let’s recap:

  1. Include more YOUs in your copy.
    It’s the easiest way to keep things focused on your audience. Plus, it will make your readers feel special, like you’re just talking to them vs. the masses.

  1. Share stories of yourself, but always tie things back to your readers.
    For example, if you’re speaking about your education or experience, describe how it makes you better at gettting them results faster.

  1. Make sure your audience can easily answer, “What’s in it for ME?”
    After reading your copy, people should have a crystal-clear picture of how their lives will be easier or better with you in it. If they’re confused by this, they won’t invest in you. (It’s as simple as that!)

Sure, the supporting role (your role) might not be as glamorous. But when you put your readers in the spotlight, everyone wins!

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