Giving Customers What They Want

Before “customer-centric” marketing grabbed the ear of the executive suite copywriters were crying in the wilderness: “Give your customers what they want.”  In the process of writing copy, the copywriter has to make stuff up they think the customer wants — not just what they want to hear.  In doing so, they are providing their clients with invaluable creativity at a very reasonable price.  But all too often, when a copywriter even questions a creative brief, or makes a suggestion not on the brief, they get their hands slapped.

I’d like to remind marketers to think of customers/potential customers as an audience, rather than a target, and the copywriter as a translator between the two.  Equip your writer with your ideas, the support information they ask for and work with them on a direction. If you don’t give them that, don’t be surprised when they “fill in the blanks” differently than you expect. The writer should be encouraged to make suggestions about what the product can deliver, not discouraged.

Speak Softly and Listen to Your Copywriter

Think how you would feel if you were the object of a sales pitch, and you’ll understand the challenge the writer faces as the intermediary between you and your customer.  Ask yourself these questions when reviewing your copy:

“Do I want to be yelled at?” 
(how many times must you say free and how loud?)
“Do I believe that?”

“Does that sound true?”

“Am I giving the person an idea they can focus on?”

“Am I putting the person to sleep with too much information?”

“Am I giving the person too little information?”

“Does the information relate to a need or desire the person has?”

“Am I wasting this person’s time by using the same words my competitor’s use?”

“Why would they choose me over my competition?”
“Do I like listening to ‘corp speak’ or do I prefer conversations?”