Focus your copy on your customers’ needs

| June 14, 2010

Is it best to focus on the stuff you’re offering or highlight the benefits of it to your end customer?

Benefits or features? No contest

Benefit-led copy is always stronger than feature-led. So going in hard with the benefits your business delivers is the best bet.

  • if your site focuses on the products or services you’re selling, it’s likely you’re majoring on features
  • if your site content focuses on your customers’ needs in relation to the stuff you’re selling, you’re probably leading with the benefits

How do you tell where your copy’s focus lies? Use common sense. As a rule it’s best to restrict overt trumpet-blowing to your about us page if you have one. The rest of your site should give your readers crystal clear reasons why buying from you is a great idea.

Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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