A friend asked me to check his cartoon video, wanting to know how he could rewrite the content to make it better.
Cartoon videos are fun. So, I was enjoying myself until I saw the phrase, “I can provide massive value to you by saving you money.”
Don’t get me wrong. Saving money is important if you’re a buyer. But there’s a better way to say it–one that grabs your customers’ attention and persuades them to give you a call.
How to Make Your Web Content Customer-Centric
The rest of this article discusses how to focus your web content on what’s really important–your customers.
List All the Ways You Help People
You know the obvious ways in which your small business helps people. But are you aware of all the ways?
For example, it’s obvious the product my friend sells will save his customers money. But we don’t know about all the ways he reduces the stress and frustration his customers would experience if they were to go with another vendor.
Therefore, take a moment to compile a complete list of how you help people. You might want brainstorm with others so you don’t overlook any benefits your customers may experience by working with you.
Turn “I Can” Statements into “You Can” Statements
“You can save money” is a more powerful sentence than “I can provide you with massive value” because it speaks directly to your customers about something they care about.
So, after you finish creating your problem-solving list, write a “you can” sentence for each idea, making sure your customer is the subject of each sentence.
Define the “You” in “You Can” Statements
Copywriting expert Steve Slaunwhite says the easiest way to write copy is to really imagine your reader.
For example, you could draw a stick figure to represent your customer. The figure doesn’t say much about the person, though, unless you give the stick some personality. What kind of clothes does she wear? What kind of car does she drive? Where does she live and does she have kids or pets?
You keep defining your stick figure until you have a pretty good picture of who she is and what her typical day is like. This is how you create a persona.
Creating a persona is not something you rush into, however. Take your time to get to know and understand this person so you can actually connect with him or her every time you write web content.
Quantify Your Claims
People are more likely to trust you and buy from you if you can back up your claims with some hard data.
So, go back to your problem-solving list to see if you can quantify each claim. For example, how much money or time do your customers actually save when they work with you?
Use Personal Stories and Customer Testimonials
Another way to gain trust is to include personal stories or testimonials with your content.
For example, my friend’s Instagram page shows a lot of satisfied customers. He could use their stories to build value in the minds of his website visitors because he would be writing customer-focused content that really sells.
You might also like: Editorial Calendars and What You Need to Know about Them and Signs Your Web Content Needs Some Tender Loving Care.