Modern companies, which create customer-centric content, successfully operate in local and global markets. They quickly grab the audience’s attention and effectively increase brand loyalty. Customers respect businesses, which provide them with high-quality, informative, and extremely valuable content.
The key to success is to define clients’ needs and preferences and design a personalized solution. To take your content creation to the next level, check the following tips for customer-centric copywriting.
1. Think like a customer
If you want to meet your customers' expectations, you should know what they think about your product, how they make a buying decision, and how they research information online. For this reason, you should conduct market research and put yourself in your client’s shoes.
Amanda Sparks, a digital marketer at EssaySupply, states:
Every specific target audience is different regarding demographics, ways of thinking, and product perception. This is a pretty challenging goal, even for an experienced marketer, to identify an ideal client. First, however, you must add this objective to your to-do list to apply the customer-centric approach effectively.
2. Talk about the customers’ needs
Instead of using phrases like “we can offer” and “our products,” you should write “you will get” and “your needs.” This is the first rule you should learn: customer-centric copywriting is about people, not your products and services. Put your client first, and you will be rewarded with great interest in your company.
For instance, people don’t want to read about a brand new formula of dish soap, but they want to learn more about the benefits they can get from using this product. In other words, customers don’t care that you've substituted PEG-7 glyceryl cocoate with glyceryl palate. However, they will be happy to know that the updated formula will be friendlier to the skin.
People are selfish by nature, and you should remember this when writing your copy. Dedicate every word to their significant wants and needs, and they will choose your product even if competition in your niche is exceptionally high.
3. Write a story
Storytelling works great for customer-centric copywriting, so feel free to use this technique. But first, create a personalized story that will be exciting and familiar to your target audience and make your reader feel like a protagonist.
You can write fascinating copy about your product, brand, company, or even testimonials. Sylvia Giltner, content manager at ResumesCentre, recommends:
“Feel free to use your wild imagination to come up with original content ideas. Place an image of your ideal customer in the center of a plot – and you will be able to manipulate the target audience’s opinion about your company invisibly.”
4. Evaluate feedback
In the information age, collecting customers' feedback is not hard. There are a lot of online platforms where people express their honest opinions about the product and services they tried or tested. Therefore, you should monitor the world wide web to find the reviews and analyze them thoroughly.
Positive and negative comments are critical because they help develop a better content strategy. Let’s say you have plenty of positive and negative feedback at your sight. Here's how you can use this information for customer-centric copywriting.
First, you should use positive feedback as a core message of your new content. Now you know which product’s features and strengths you should emphasize to attract the attention of the large target audience or upsell the product.
Secondly, use negative feedback as an opportunity. Other than detecting areas that need improvement, you can also discover common problems that customers face and teach them how to deal with them through blogs, self-service articles, video tutorials, etc. Thus, increasing the number of satisfied customers.
5. Choose the most suitable writing style
You should create content that will be 100% understandable for your clients. Your target audience and you should speak the same language: choose the appropriate wording, tone of voice, and communication style (formal or informal).
Once again, you should put yourself in your customer’s shoes to understand what kind of text will work great in this concrete situation. If you write content for Millennials, feel free to use slang words and add humor to your reader. However, if you're talking to a baby boomer, you should choose a formal writing style and a more severe tone of voice.
James Daily, a writer, and editor at FlashEssay explain:
Even if you create content for professionals, you should know the level of their background knowledge. So don’t overuse rarely-used words and scientific terms if you are not sure your audience is familiar with them.
In conclusion
Customer-centric copywriting is an excellent tool for any company to improve brand loyalty and boost sales in areas other than marketing. The point is that the more precisely you analyze your audience, the better the content you create. So try your best to understand your client's preferences and behavior to write texts that will bring optimal results.
This blog post was contributed by:
Christopher Mercer is a freelance content writer and founder of Citatior, a citation generator for students and education professionals. Feel free to reach out to Chris via LinkedIn.
