I’d say it’s the #1 mistake most untrained or beginner copywriters make…
I’m talking about focusing inward on yourself instead of outward on your prospect or customer.
I was reminded of it again just this morning as I drove by a local sub shop.
“Under New Ownership” read the huge sign covering most of the front of the store.
Well, isn’t that special.
Nothing about a “Grand Opening 25% Discount.”
Nothing about “Your meal in 3 minutes or less, guaranteed, or it’s free.”
Nothing about “Check out our new spotless open kitchen – the cleanest in town.”
At the very best, “under new ownership” might be mildly appealing to the small group of customers who were somehow disappointed with the previous owner.
But is that really the Big Idea you want to send to the world?
I’m sure the new owners are excited about their new venture. But in their excitement, they need to address what that means for the customers they’re trying to attract. Just saying “Hey, here we are!” is not exactly going to blow the world away.
When writing a headline, tagline, or even if you’re hanging a sign in front of your store, remember…
Read the copy and then imagine your prospective customer thinking “And for me, that means _____.”
If the answer isn’t a powerful benefit, then your copy is not doing its job.