Customer focus in copywriting: This is how you really write convincingly

The key to successful copywriting often lies in handling perspective. It is crucial to first consider the customer before putting yourself in the foreground. Many copywriters make the mistake of putting their own stories and successes at the center of their text instead of focusing on the reader. In this guide, you will learn how to structure your texts in a way that captures the attention of your target audience and entices them to keep reading.

Key Insights

• Start your texts with the needs and desires of your customers.
• Avoid sharing your own story at the beginning.
• Ask the reader questions to grab their attention.

Step-by-step Guide

1. Choose the right opening

When starting a new copywriting project, do not begin with a story about yourself. Instead, address the customer and directly target their needs. An effective start could be a provocative question or an interesting fact that surprises the reader and captures their attention.

2. Clearly highlight the benefits

Make the benefits of your offer clear from the start. Before talking about yourself, emphasize the value for the customer. Consider what problem your product solves or what need it satisfies. By presenting this information clearly, the customer will be motivated to continue reading.

3. Address specific problems

Then, address specific challenges that your customer may have. By addressing a common problem that affects many in your target audience, you immediately establish a connection with the reader. They will feel understood, increasing the likelihood of retaining their interest.

4. Ask provocative questions

Start with questions that make the reader think. Such questions can build a strong connection with your audience. For example, "Have you ever wondered what a carefree life would look like?" These questions provoke agreement and encourage engagement.

5. Increase willingness to continue reading

Structure the introduction in a way that the reader mentally says "yes" to your statement or question. When readers mentally respond to your initial questions with a small "yes," their willingness to continue reading is significantly increased.

6. Do not forego your own story

Once you have engaged the reader, you can then share your own story and experiences. However, these should not be the focus. They serve more as support to substantiate your credibility.

7. Do not overload the sentence

Avoid providing too much information at the beginning. The reader should not be overwhelmed with details of your achievements. Keeping the introduction concise allows the reader to grasp the important information more quickly.

8. Optimize the introduction

At the end of your draft, consider whether the introduction is strong enough to captivate the reader from the start. If you feel that you are focusing too much on yourself, go back and revise your writing to once again emphasize the customer.

Summary

By always keeping the customer at the center of your texts, you not only increase readership but also the chances of making sales. Focus on the customer's needs from the beginning, spark interest through targeted questions, and build a connection before introducing your own experiences.