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Before writing any copy for an product or service, bear these things in mind:
- everyone has a mental age of three when reading copy
(including you and me)
- you have two seconds of their time (or less)
- nobody cares what your company thinks
- nobody cares what your company does
- people want what they want and they want it NOW.
Many businesses write copy best described as 'that's enough about me, you talk about me'.
Our saddles are made by a dedicated embroidery department using the finest zebra-themed simulated glove leather.
Rather than starting with what you do, how well it works and which department handles it, think about the customer first. Why would they want it?
Zebra saddles – stop chafing, ride with style.
The first of these messages is too detailed and focuses on the manufacturer. The second gives two good reasons why a user would benefit. Which brings us on to the first important topic: features versus benefits. |
