Does Your Marketing Need a Hero? One Quick Website Copywriting Tip for Small Businesses
Do you know who the hero is in your marketing?
If you haven’t thought about this question before there’s a good chance it’s you. And that would be a mistake.
Part of your job is to help people understand who you are and what you do. But that’s only part of it.
When you lead with your features, your capabilities, and your accomplishments, you make it harder for people to figure out what exactly is in it for them.
The simple fix is to make your website copywriting all about your relationship with your customers. It's not all about them or all about you, it's about what you can do together.
But wait a second, how do you do that?
Get to know your target audience, then paint them a picture of how their lives will be better when you’re on the same team. What problems do they have that you can solve? What desires do they have that you can fulfill? What values do they have that you're aligned with?
This isn't just true for big-ticket items or B2B brands. It applies to just anything.
Take a look at this website copy example from Brightland.
Brightland isn’t just selling olive oil and vinegar. They’re selling feelings, values, and everyday luxury.
Brightland promises that when you make a purchase (aka. enter into a customer-brand relationship), you will:
Feel happiness (okay, I’m interested)
Get a taste of the good life (ooh how nice, I feel fancy now)
Support local family farms (even better, I get to be a good consumer while I’m basking in the good life)
This is the kind of relationship that I’d dive into without hesitation. I guess I’m their ideal customer!
You can have the same effect on your target audience when you reframe your website copy to focus on how your product or service will:
Make your customer’s life better, or
Solve a problem or challenge
Follow Brightland’s lead and make your promise even more compelling by highlighting your values.
Remember, we’re talking about building your business on relationships. Humans are attracted to people who share our values, and guess what, we’re attracted to brands that share our values too. It just feels good to be aligned with people and brands that care about the same things we do.
There are undoubtedly many reasons why people should choose you, but what is it that really sets you apart? Are you:
Socially responsible
Sustainable
Design-driven
Quality-obsessed
Independently-owned, family-owned, female-owned, minority-owned etc.
Certified Organic, B Corp, 1% for the Planet etc.
All else being equal, any of these could be the reason your customers choose you over the competition.
Go ahead and take a look at your own homepage. Are you selling yourself or are you selling the transformative effect you’ll have on people when they become your customers?
Making this one shift could be the reason you land your next lead, customer, or brand champion.
Do you wish you could turn your website into a magnet for your ideal customers?
