Copywriting Troubleshooter: Are You Focusing on Your Audience…or Your Company?

Focus on the customer.

Obvious in theory, but not always common practice. Browse through a handful of random corporate websites and you’ll see recurring themes like “why we’re the best” and “what makes us different.” Even when the customer is mentioned, it’s often in a way that’s little more than puffery: “we’re customer-focused” or “we’re dedicated to helping our customers achieve (insert vague outcome).”

Imagine that an office manager at a small medical practice is searching online for affordable, easy-to-use bookkeeping software. As she scans website after website, is she really looking for a description of each company’s culture and why the people in it are so passionate about bookkeeping? Is she actually short-listing a company based on the claim of being a “leading provider” in the industry?

Probably not. In fact, she’ll most likely filter out this type of information — the irrelevant haystack that’s hiding the needle she’s looking for. Like most prospects, she only cares about one thing: Can your product or service help solve my problem?

Your company’s details may become relevant toward the end of the decision-making process as buyers compare their final options. Even then, vague claims about culture, passion, and market position aren’t what move people one way or the other. Facts that offer specific benefits are much more relevant and persuasive.

“We want to make sure that using XYZ is as easy as possible. That’s why we offer 24/7 online and telephone support to help answer any questions you may have.” This is a relevant detail that prospects will care about. “We’re passionate about bookkeeping software” is probably not. Go ahead and use your “about us” page to share your story, mission, culture, and values. Just don’t expect these details to do the heavy lifting.

Troubleshooting Questions

  • Do the facts about our company include specific benefits to the reader?
  • Is most of our marketing copy about us and how great we are?
  • If we were to remove every mention of our company, what would be left?

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