You are probably the worst person to write about your business! That applies to me too – even though I’m a professional copywriter. The problem is that we know too much – and we’re so enthusiastic about our businesses that we want to tell everyone everything!
People ask how I can write about businesses that are technical, complex and all about minute detail without hours, weeks or months of research. However, if you put yourself in the shoes of a typical customer the picture changes dramatically.
It may sound brutal – but as a customer I really don’t want to know everything there is to know about your business. I want to know what I get – aren’t you the same? Have you ever glazed over as an overenthusiastic business owner or sales person waxes lyrical about their goods or services?
With general material – like web copy – you have to find a way to engage a wide variety of potential readers, or have several different websites for several different markets. However, when it comes to targeted campaigns it gets easier – if you want to address doctors, lawyers, accountants, plumbers, DIY enthusiasts, financial advisors – you have to know what each niche market will respond to – and then hit those hot buttons!
My job is to get that information from you and then present the message that does exactly that. I love it!
P.S. Someone else goes to work on my material – I have the same problem everyone else does – too much information!!!!
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