To The Business Owners Busy In the “Me, Me, Me” Mindset…
Your readers don’t care what you do.
Did you catch that? YOUR READERS DON’T CARE WHAT YOU DO. It was worth shouting, because I see a lot of people get this wrong.
Readers are an ego-centric bunch, stuck mulling over their own problems. So how do you get past this, and attract business online? Talk with them where they’re at, and fix their problems.
This is a lesson I’ve been learning the hard way. A short and sweet explanation of your services interests no one but yourself.
When I tell people that I’m an SEO copywriter, their eyes gloss. As a matter of fact there’s no quicker way to make people zone out than to throw some kind of techie acronym at them.
When I tell people that I know how to please search engines, they become interested because that addresses their problem of visibility online, in language they understand.
Lets look at a few other hypotheticals.
- You don’t own a health food store. You prove everyday that healthy and tasty are not mutually exclusive.
- You aren’t a life coach. You help people design the life that’s right for them.
- You don’t own an HVAC company. You enhance living and working environments.
Catch my drift? Put yourself in position to fix things. It’s not what you do that’s important, it’s what your customers need. Once you understand this building relationships and expanding your business becomes easier.
Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.
