Every product or service has its own strengths and weaknesses.  Effective marketing copy can emphasize strengths while minimizing weaknesses. Given how hard you work to turn out your irresistible offer, the first inclination may be to write copy from the viewpoint of your company.  But the fact is, your customers are concerned only with filling their needs, and good marketing copy is always written with those needs in mind.

The better you understand your target audience and what their concerns are, the more effectively you can target your copy.  A good way to make sure you focus on prospective customers is to address the prospect directly as “you” – even if it’s only indirectly.  For example, instead of writing “We watch pets for customers,” shift the focus so your ad says, “We care for your furry loved ones when you can’t.”

Remember to ask yourself when writing copy, “who cares?” Do most people really care that one more company released one more product?  Unless your copy conveys to customers why your offer be useful to them, it’s hard for them to get excited about what they read.

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