It’s All About ME!

The Golden Rule of Copywriting is:

What’s in it for me?

This is the basis for your sales. The customer sees your ad (whether it be website, newsletter, brochure etc) and immediately, they need to know why they need you. This is where good copy can make a sale. Let’s see an example.

Bad Copy

Our company makes the finest cupcakes, from a secret recipe handed down generation to generation. We delight in using the freshest ingredients and our cupcake chefs are the best in the country. We know this because we have been awarded the prestigious Cupcake Award 3 years in a row.

Good Copy

Your tastebuds are in for a treat! Using a secret cupcake recipe from generations of mums, you’re promised the freshest ingredients from the best cupcake chefs in the country. You’re tasting the winners of the Cupcake Award for the past 3 years.

Mmm… cupcakes. By changing the “we” to “you”, you’re bringing the customer into your world and then you can begin the hard sell. When writing copy, ask yourself, “What’s in it for me?” You’ll see your business in a different light because you’ll see it how your customers see it. You might have all the qualifications in the world and some pretty stuff to sell, but it won’t sell itself. Customers want to know why they need to buy your product/service.

(No, I do not have any cupcakes so please don’t ask!)