Make Your Audience Feel Seen! Focus on Customer-Centric Copy

Why Customer-Centric Copy is Important

134% higher conversion rates come from customer-focused messaging. When you focus on the customer's needs, desires, and pain points, your copy becomes much more relatable. This connection builds trust, makes the audience feel seen, and ultimately drives them to take action.

Lost Conversions from Self-Centered Copy

• Self-Focused Copy Pushes Customers Away: Copy that focuses too much on your company (“we” or “I”) feels distant and impersonal. Customers want to know what you can do for them.
• Customers Want to Feel Understood: If they don't see themselves reflected in your copy, they'll bounce off to a competitor who speaks to their needs.

By writing customer-centric copy, you’ll engage your audience more effectively and improve conversion rates.

Examples of Success: How Customer-Centric Copy Boosts Engagement

1. Slack – From Tool to Team Collaboration Enabler

Slack’s messaging focuses on how it simplifies communication for teams, leading to a higher connection with their users, which drove adoption by major companies.

2. Nike – Just Do It

Nike speaks directly to their customers’ drive and ambition, empowering them to take action. This message has been pivotal in Nike's ongoing success, boosting customer loyalty.

3. Basecamp – Solving Pain Points

Basecamp avoids talking about themselves; instead, they focus on solving common project management frustrations, which resonates deeply with their target audience.

How to Write Customer-Centric Copy

Here are 3-7 actionable steps for writing customer-centric copy that connects with your audience:

1. Use “You” More Than “We” or “I”

- The customer should be the star. Every time you mention "we," replace it with "you" wherever possible.
- Example: Instead of “We provide excellent service,” say “You get the best service, every time.”

2. Address Their Pain Points

- Identify what your customers struggle with and build your copy around offering a solution to their problems.
- Example: “Stop wasting time on manual tasks” is better than “We offer time-saving solutions.”

3. Create a Simple You vs. We Count

- Conduct a quick scan of your current website copy and count how many times "we" or "I" appears compared to "you" or "your." If your copy skews too much toward "we," rewrite it to focus more on the customer.

4. Empathy and Understanding

- Make sure your copy shows empathy by understanding your audience’s challenges, and then show how you’re here to solve those issues.
- Example: "We know managing a small business is hard—that’s why we offer tools to simplify your life."

Key Takeaways

• Make it about the customer: Use "you" more often to ensure your audience feels like you’re speaking directly to them.
• Solve their problems: Focus on customer pain points and offer clear solutions in your copy.
• Engage on a personal level: Your website isn’t about you—it’s about how you can help your customers. Make them the center of the story, and you’ll see better engagement and conversions.