I get it, you're looking to improve your writing for the web or writing for flyers and brochures but you don't want to hire a freelance copywriter. You want to do it yourself. No problem. I hope this helps.
Basically I want to point out two key little tips that can drastically improve the writing for your business. One of them is selling benefits and not features and the other is all about changing your writing from being focused on you or your business to being focused on your clients.
Sell Benefits Not Features
A feature is a description of something while a benefit is the advantage of that feature. Benefits can range from emotions, monetary gain, security or saving time.
BMW, for example, understand that their clients purchase their car to feel valued, rewarded, cool, and successful and looked upon with praise. The BMW purchaser needs to understand what the features are; however it's the benefits or feelings of those features that make him open his wallet. Here's how you can do this for your business.
When writing copy for your business, just remember one simple thing. Always ask yourself, "Why should my customers care about this?" You can also ask questions such as "How does this ultimately help my clients?" Freelance copywriters will always tell you that is very important.
It takes a lot of hard work, however in the end you have copy that is completely client focused. Here's another example:
You have a dog grooming service and you're proud that you're able to go to your client's house to trim their dog; a mobile service. The mobile service is the feature. For it to become a benefit, you must ask yourself, "Why should my customers care about this?". You might come up with an answer such as "They save time and are able to relax at home."
Make Your Clients the Center of Attention
In other words, start using the word 'You "instead of" us "or" we ". Your clients will love you for it because your website, flyer, brochure or newsletter will come across like you are genuinely interested in them. This is much harder to do than just writing about yourself. Here are some examples to help you out.
Self focused: Kitchen Plus are a customer friendly company and we are proud to have fast delivery.
Client focused: You'll receive all the advice and support you need, plus delivery within 2 hours when you deal with Kitchen Plus.
Self focused: Kitchen Plus has been established since 1995 and we serve the greater Sydney area.
Client focused: You know you're in safe hands with Kitchen Plus because we have been around since 1995. What's more, you'll always get your orders fast since we serve the Greater Sydney area.
I hope these two tips have helped you. Remember, keep your writing simple and always remember about your client's needs. Put yourself in their shoes and think about their needs before yours. After all, they are the ones who will be buying from you.
Source by Caetano Lima