Is your sales literature all about we and us?
Does your sales copy talk at length about us — how we operate and what we do for our customers?
If it does, then your copy may not be working as well as it should be.
The most effective sales copy is customer-focused. It addresses the customer directly, which enhances both its appeal and its persuasiveness.
Calculate your Customer Focus
If you have a website, you can test how customer-focused it is using this online tool: https://www.customerfocuscalculator.com/
Simply enter your website URL and company name.
The tool will give you a percentage breakdown of how much you focus on your customer versus how much you focus on yourself and your business.
If you have it right, the customer focus should outweigh the self focus by a huge margin.
If it doesn’t, read on for some tips on how to change that.
How to make your copy more customer-focused
In practice, customer-focused copy talks much more about you and your than we and our.
It is not difficult to turn some of this copy around.
Here are just a few examples of how you might reword some sentences for the better:
❌ We are a professional company with expertise in online communications.
✅ To enhance your online presence you need a professional company with expertise in online communications.
❌ We sell a wide range of quality, cut-price, kitchen and bathroom tiles from our showroom in Nottingham.
✅ When you visit our Nottingham showroom you will find a wide range of quality, cut-price tiles for your kitchen or bathroom.
❌ We promise that our mobile phone offers are exclusive to us and are not available anywhere else.
✅ If you buy your mobile phone from us, you are guaranteed an exclusive deal that you won’t find available anywhere else.
❌ We are pleased to offer membership to our gym, which features some of the best health and fitness facilities in the area.
✅ When you become a member of the gym, you will have access to some of the best health and fitness facilities in the area.
Rewording your copy is just one of the things you can do
The most customer-focused copy is written solely with the customer in mind.
✅ The information the customer really needs
✅ The questions the customer wants answered
✅ The language the customer will understand
✅ The appropriate tone of voice.
Do you need some professional help?
If you’re struggling to find your customer focus, you’re not alone — and it’s probably because you’re too close to your business.
Seeing things from your customers’ point of view requires a level of objectivity many business owners can’t achieve.
This is where hiring a professional copywriter can help.
I’ve been writing customer-focused copy for businesses since 2011 and I understand exactly what your customers need.
If you’d like to find out more, please get in touch to see how I can help you.