When you write copy for your website, who are you really talking about? If you’re just talking about:
– Your business
– What services/products you sell
– Your team
– Your history
– Your values
…then you’re missing the most important piece – your customer. His or her needs, wants, problems, frustrations, values, and frame-of-mind.
Donald Miller’s book Building A StoryBrand takes on this common problem. It’s not a groundbreaking concept, but he simplifies the common-sense, but vague, idea that companies and brands should a) focus on their customers, and b) tell stories. In a nutshell, the thesis is this: Companies and brands should tell a simple story that positions their customer as the hero in the spotlight, and the brand as the guide who will help the hero overcome their problems, conquer the villain, and live happily ever after.
And that’s pretty good advice.
If you’re struggling with how to word your website in a way that truly focuses on your customers, send me a note. I’d love to have a look at your website and chat about how we can make it better.