Talk About Customers
Web sites and sales letters often get off on the wrong foot. They tell all about the business owner.
Sometimes the owner has very impressive credentials and experience. But that is not what customers want to hear about.
You will get better results if you leave yourself in the background and talk about the customer.
Even though your story stands up well next to your competitors’, customers buy when you focus your copy or sales pitch on the customer.
Start by pointing out the most pressing problem your customer has. Then enthusiastically tout the smart way you help them solve that problem.
Use the word “you” as often as you logically can. Even though 12 you’s might make your high school English teacher cringe, customers respond to seeing copy or a sales presentation that is obsessed with the customer’s needs.
Of course, you don’t want to completely leave yourself out of the picture. Write “Joan helps you build higher profits.