Copywriters know there is only one place in your website copywriting that should be all about you, and that’s your About Us page.
Why? It’s simple.
Your audience cares about themselves, and their reasons for being on your website. They need to do something, or find something, or read something. They are not motivated by how great you say you are, but by how well they believe you have what they need.
You can easily tell a good copywriter from a poor one. Good copywriters do not list out reasons to believe. No. That’s what is in the brief. (Belief is not rational – there are no reasons.) Rather, good copywriters focuses on the needs of the person reading the page. We confirm their needs, and let them know that your service or product can help them with that need.
Conversation isn’t one-sided
And nor should your web copy be one-sided. In my copywriter courses, I use a particular quote by Crawford Killian, author of Writing for the Web which sums it up beautifully:
“Every Webtext is really just half a dialogue, with the reader providing the other half.”
And that is what you need to achieve in your web copywriting. Like most good conversationalists, you cannot rely on asking a series of questions. That would be off-putting. You need to tell people things too. It is give-and-take.
Now, there’s another little nuance to better copywriting. It’s an old copywriter technique, but it really works. Instead of focussing on the features of your product, write your copy to focus on what your reader will get out of the deal.
Speak of your advantages
Unless you are the first to market with your product or service, you share a lot of features with your competitors. And, the benefits of those features will also be similar. So why focus on what is the same for all of you?
Instead, focus on the advantages of your service or product offer. This is a subtle difference, I know, but it is a powerful tool in your copywriter’s arsenal. In part, this means that you’ll need to know your brand story to tease out the real key advantages to your brand. But, you’ll also need to have a keen understanding of what it is your audience really wants to achieve.
There is a real art to being a conversational copywriter that goes beyond writing in the first person and using a casual tone. It is much more akin to having a real conversation with real people.
Like my grandpa used to say
“You have two ears and one mouth. Use them in that proportion.”