Did you know there’s a magic word that helps hundreds of thousands of businesses to win customers – and sell more to their existing ones?
It’s not a fancy word.
It’s one we use every day.
And it’s a word that grabs people’s attention because they know you’re talking directly to them.
Have you guessed it? Yes. It’s…
‘You’.
Sales writing: it’s all about YOU
If you’ve visited more than half a dozen business websites, you’ll have spotted that there’s nothing that companies like more than to talk about themselves.
It’s a mistake. Take a look at this website for a double glazing firm.
Oh dear.
Let’s look at this copy from a potential customer’s point of view.
Your old sash windows are getting old and starting to rot. You need new windows, but you haven’t got a clue what sort you want, or whether there are any building restrictions that limit the choices open to you. You want a firm that can answer your questions and help you reach an informed decision.
Then you find the website above.
Is this how you read?
If you read it all (unlikely), these are the thoughts that will probably run through your mind.
- [Paragraph 1] I didn’t come here for a history lesson.
- [Paragraph 2] So what? Can you help me find the windows I need?
- [Paragraph 3] That’s nice for you. But can you help me?
- [Paragraph 4] I don’t care how you’re seen. What can you do for me?
- [Paragraph 5] You’ve got no reputation with me until I’ve seen what you can do. What can you do for me?
- [Paragraph 6] Registration number? Why not list the car licence plates of all your staff?
If you’re like most people, this is how you’ll really react.
- [Paragraph 1] I didn’t come here for a history lesson.
- [Paragraph 2] So what? Bye… I’m off to find a company that can help me.
Stop talking about yourself, or lose sales
You might be proud of your business, but most people couldn’t care less how long you’ve been going, or things you’ve done for other people – unless they directly benefit them as customers.
They want to know how you can help them.
This double glazing firm understands this. It’s unlikely that this copy is professionally written, but it’s many times more effective than the other company’s pitch.
Compare the number of times each website uses ‘you’ and ‘your’!
The copy above works better not only because it talks directly to you, but because it solves problems for you and provides reassurance. For example:
- ‘giving you total peace of mind’
- ‘you can relax – you’re in safe hands’
- ‘care and attention is given to your home’.
I know which company I’d rather buy from. And, when it comes to selling on the web, I bet I can guess which of the two is the most successful.
So, next time you write anything about your business, ask yourself this question.
Am I writing about my customer, or am I writing about me?
Because, if you’re writing about yourself, the chances are your customer will go elsewhere.
Even if your business was founded in 1836.
