All copywriting, whether for web or paper, should be biased towards one thing: the customer.
Blabbing on about the company is a total waste of time, customers don’t give a tinker’s toot about the business, they only care about “what’s in it for them”, how will they benefit from the product or services offered, will it make them feel better, look good, improve their life, or whatever.
So much promotional material uses the wrong slant; if they were to adapt the way their descriptions were written into the customers’ point of view, talking about how the customers will benefit, then they will achieve more sales.
Analyse the successful ads on TV: the one’s that work don’t even mention the product, they go on about the effect it will have on their customers, how their hair is thicker and glossier, how much the decor of their house has changed, how soft their skin has become, how good their feet now look, what a fantastic two weeks their children will have on holiday, etc.
Stop being selfish and start thinking about who you are actually selling to. The customer is king, not the content.
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