It Isn’t What You Do, It’s What Your Customers Want

August 12th, 2011 by | Print

For the premise of this post, let’s say you’re a solopreneur looking for an accountant. You would rather spend your time giving the best service possible to your customers than balance your books and study up on the latest tax laws. You do a search on Google for a CPA in your area. You click on the first link and start to read the copy on the Home page, “XYZ CPA, is a full-service accounting firm serving clients in the Your Town, USA area, dedicated to providing clients with professional, personalized services …” You click the Back button on your browser and go to the second link. It reads, “Your business grows when you focus on what you do best. If accounting isn’t in your area of expertise, and you don’t want to pay your earnings back in taxes …”

Which page grabs your attention and says, “This site speaks to me.”

Last year, I wrote a post titled, “It Isn’t Me, It’s You” discussing the dangers of “I” (or “me”, “we”, “my”, “our”) centric-copy. While it’s fine to use these first-person solopreneur pronouns when you’re drafting the copy for your “About” page, you should minimize / avoid these same words when crafting the content for the rest of your pages and marketing materials.

When the average person invests 10 seconds or less looking over the website page they land on to determine if they are going to read on or leave the page, they are going to be looking first and foremost for copy that clearly articulates the benefits they are going to achieve if they invest more time reading the information on the page or contacting the site owner.

Consider this, have you ever gone to a live networking event … say a Chamber of Commerce mixer, a BNI breakfast or the like? When you meet people for the first time and they start with the “I” statements, how long do you listen (as in actually paying attention and not just giving the courtesy nod) to their canned pitch before you start thinking about, “What’s in it for me?”

Thinking in terms of “you” (meaning your ideal customers) when creating your marketing content forces you to think about what’s in the best interest of your target market instead of thinking about how you can brag about yourself. When you create a list of why you’re the best, you leave it up to your prospects to decipher how those points translate into benefits for them. When you talk in terms of “you”, you don’t force the prospect to come to their own conclusions.

If you want to capture your ideal customers’ attention and increase your conversion rates, think in terms of “you” and not “me”.

All the Best,

Doug Dolan
The Solopreneur’s Guide


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