My daughter, Hannah, would make a great copywriter. What do you mean, “How do I know?”? It’s in her genes!
But no - it’ true. She has all the right instincts.
And this is how I know ...
Let me take you back to one Sunday afternoon, some 2 1/2 years ago. Hannah and Nick turned up unannounced, each wearing big, wide, excited smiles. They had barely stepped into the kitchen, before piping up with, “Guess what? You’re going to be grandparents!”
Well this was indeed fantastic news. But how does this incident inform us as to Hannah’s copywriting abilities.
Here’s what she could have said -
“Guess what? We’re having a baby!”
But she didn’t - and the point is this. Hannah instinctively was thinking about her audience and what these glad tidings would mean to them.
Here are the opening words from a newsletter I recently received -
“I’m thrilled to tell you about our new VOIP XXX400 system, available at just £2.99 per month.”
The secret that Hannah understands so well, but the writer of the newsletter doesn't, is this
I’ll whisper in your ear very quietly.
Your … customers … don’t … care … two … hoots … about … how … you … feel.
Hard to take I know - but it’s true.
Engaging with our customers is about empathy, about putting ourselves in their shoes - about considering how they might feel about our products or services.
That opener could perhaps have read -
“How much are you paying for your VOIP system? Well, we’ve just launched the all-new XXX400, which could save you £££s every month!”
So here's today’s lesson -
Whenever you can, write for your readers.
They’ll love you for it.
They really will.
Tomorrow's Advent Calendar Tip?
No.14 - Why good copy really matters
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Just before I go - two questions for you ... (post your answers below)
1. When did you last feel that copy was written for you?
2. Have you ever posted a blog or written a newsletter featuring a family member, without checking with them first?