Copywriting is a critical component of effective marketing. The art and science of copywriting involves strategically writing words that promote a person, product, business, opinion, or idea, with the ultimate intention of having the reader take some form of action.

A good copywriter knows how to figure out what their clients’ customers are buying, not what their client is selling. Yes, you read correctly…what the customer is BUYING, not what the business is SELLING.

For example:

– Are you selling furniture or a place to comfortably, relax?

– Are you selling TVs or entertainment?

– Are you selling senior apartments or a caring, community experience?

Customers are not interested in a business’ perspective of their own product. They don’t care about its fascinating features. What customers are interested in is how the product can help improve their lives. This means that successful copy should focus on customer benefits, not on product features. When a business’ copy is more focused on a business or product accomplishments than on their customer’s point of view, they are at a high risk of being irrelevant to their customers.

The smart company wants their copy to embrace and reinforce the customer’s worldview, not their own. No matter what you sell or to whom, by framing your marketing message from the customer’s point of view first-not yours-you’ll craft much more targeted copy: customer-centric copy. After all, your customer may not always be right, but they are the one with the money to spend.

Give White Ivy Design a call at 218.215.2995 to send your customers the right message.

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