Your customers have every reason to love you. After all:
You care about your customers
You run a great business
You deliver a first class service
So why is it so difficult to get that across when you sit down to write articles for your customers?
It can be difficult to write articles that really connect on a personal level with your customer. The kind of articles that make them trust you, like you and want to read more about you and your business.
First of all, you’re typing to a computer screen, you’re not talking face to face and you might find that affects your words. You might write more formally than you would talk if you were in person.
Fortunately, if that is the case, there are 4 very simple steps you can take to connect with your customer and make her feel like you’re best friends. (I know you might have male and female customers, but for this article I’m picking out just one of your customers to use in the examples, and she just happens to be an amazing female like you!)
Write to one person, and focus on them.
If you want to make that personal connection, imagine you’re writing a letter to a friend. Avoid phrases like “most of you”, “Some of you” or “people like you”. That won’t make her feel very special. Even though your website will be read by lots of different people, only one person at a time is going to sit in front of their screen and read your words. It makes it so much more personal if you talk to her directly.
Don’t make her feel bad
Your customers are very special people, and just like you, they like to feel good about themselves. I know you wouldn’t deliberately make them feel bad, you’re not like that. Sometimes though, and I’ve done it in the past, it’s easy to tell your customer how much better their life will be when they hire you, by focusing on how bad their life currently is.
For example, let’s say you run a marketing company for small businesses. Small businesses can really benefit from great marketing and it can really help them stand out against larger competitors. If you want to endear them to you and your company you don’t want to write:
“As a small business, you probably have very low traffic with no-one reading your blog except your mum and your cat…and your cat is probably the bigger admirer. You need Acme Marketing for small businesses…”
This is an extreme example, but if you look around the net you will find plenty of examples where the web copy focuses on the negative parts of the situation. If the Acme Marketing Company wanted to charm the pants of their customer, they might want an approach like this:
“Imagine seeing your traffic to your site increase, with people desperate to find out more about your product. How proud will you feel when you outperform the bigger names in your industry? Acme Marketing can help you…”
Make your customer feel good when you talk to her, and show her how she’s going to feel even better after using your service.
Don’t make her feel second best… to you
Next time you’re browsing different business blogs on the Internet, see how many have “I” in the opening paragraph and throughout the article.
When you’re writing about how you and your business can help your customer, it’s easy to feel that you should be writing about you and your business. But to really connect with your customer, you need to be writing about her. Perhaps you’re using a personal experience to illustrate a point. That can be a very powerful way to show your customer that you have understand her frustrations, but the balance needs to be more about her.
For example, rather than saying:
“I’m always stressed in a morning and what I find really helps is making a to-do list the night before when I’m tucked up in bed, just after finishing my bedtime novel, but just before I have my hot chocolate. It’s great, I get so much more done this way.”
“If you’re like me and would benefit from a having a stress free morning, you’ll be surprised how much easier it is taking just a few moments the night before to plan a quick to-do list. You could jot it down in moments before you go to bed, feeling much more relaxed and organised about the next day when your head hits the pillow.
Have a look through your articles. Is there to many “I”s and if so, can you turn them into lovely “you”s?
Ask her how you can help
When you sit down to write your content it might not feel much like a conversation. It’s just you and your keyboard and I’ll admit, it’s a challenge to get your head around that. The more you write and the more you become familiar with your audience, the more it will feel like a conversation.
But if you want a quick cheat then simply ask your customer a few questions in each article or in your web copy.
Try to find questions which pull your customer in and make them see that you are really interested in her. Don’t just ask her if she’d like to have more money / traffic / success, ask her specific and open questions that engage her like
“If you could overcome once challenge in your business, what would it be?” or “How would you spend your time if you didn’t have to worry about looking for new clients?”
Even better, ask her to send you her answers, and if you have time write a personal response. You might just make a valuable connection, or find inspiration for your next blog post.
If you use just one of these steps it will make your content stand out as more personable and in touch with your customers than many other companies out there.
What about you, are there any other methods you use to try and connect personally with customers in your web copy or blog posts? What are the biggest problems you face when you sit down to write for your customer? I’d love to hear about it in the comments below!
About the Author: Amy Harrison runs Harrisonamy Copywriting. She loves helping excitable business owners communicate to their customers how awesome they really are. Subscribe to her blog or follow her on twitter: @littleunred for more copywriting (and sometimes irreverent) updates.