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Copywriting and Thinking from Customer's Perspectives
By Near Deathknight
One of the biggest mistakes that copywriters make is writing from their own perspective, and not thinking about their customers enough. Think about it; you are writing for the sole purpose of convincing other people to take an action. If you are writing solely from your own mind, you are going to miss out on a lot of potential advantages and inevitably include several flaws in the copy. You need to be able to think from another person's perspective if you want to be successful, and it does take practice to get good at this. When you are doing your writing, you have to constantly be thinking about what your reader would be thinking when they look it over. Would what you have written encourage them to keep reading, take action, and not leave before reaching the end? You must put aside our ego and evaluate your creative rigorously and strictly, as that's the only way your copy will reach its full potential. No matter how many times you have to change things, go through the copy over and over again until you are sure about what you've done. Stopping early and refusing to analyze the writing based on prospect perspective will lead to a painfully low conversion rate. Thankfully, you are not completely alone, as you can ask other people to look over the copy for you and tell you what they think. For this to have the maximum benefit, you need to get someone who is not a copywriter, and is preferably a likely customer of the product you're writing about. Actual customers are surprisngly effective at pointing out critical mistakes in copy, so in the case you are able to take advantage of this resource, it is highly advised that you do so. This is a decision you will not regret. |
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This intel was contributed by kaabi
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May, 2012
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