Writing Good Content: Keep The Focus On Your Customer

The Smarter Message for Better Business and SalesAs a copywriter who’s written for businesses large and small, in print and online, I’d like to share an observation that could affect your company’s financial well-being. It’s about a habit that most businesses have. It always puts the business marketer at a disadvantage. Yet, if a business breaks this habit, it’s almost guaranteed better marketing results—and better sales.

I’m referring to the tendency businesses have to focus on themselves instead of on their target audience. Too many of us make our site copy, blog posts, email marketing, e-newsletters, social media updates and other marketing messages company-centric rather than customer-centric.


You’ve Seen Company-Centric Marketing Before

It’s a homepage that’s all about the company and neglects the visitor. A Services section with details on the offering, awards, maybe a business philosophy—but no words for the prospect who’d hoped to see herself acknowledged. Even the About section can drone on about a business, despite being a great opportunity to establish a bond with the target audience.

Company-centric copy—be aware of it and avoid it like the plague. Because if we appear to be more interested in ourselves than our prospects and customers, why in the world would they want to get to know us—let alone spend their hard-earned money on us?

Think about it.


Prospects And Customers Want You To Show An Interest In Them

They have a need or problem they must meet or solve. And they’re giving you a few (precious) seconds of their time to see if you can help.

  • They’ll respond more positively and more eagerly to a customer-centric message
  • One that acknowledges their problems and suggests solutions that make sense for them
  • Or that talks about the specific benefits they’ll receive from you
  • Or makes smart suggestions that are instantly actionable


When Marketing Is The Goal, Put Yourself Second

It’s the key to starting or strengthening a relationship that can lead to ongoing sales! Focus on your prospect and customer and, ultimately, you’ll reap the benefits of growing revenue.

Of course, there’s a place for important, useful information about a company. But keep it to the minimum required by the target audience. Help visitors identify with you by delivering content that resonates for them. Remember—if you’re consistently customer-centric rather than company-centric, you’re paving the way to the business marketing (and financial) results you seek.


Contact Liz Manning at liz@thesmartermessage.com.