During my copywriting training workshops, we have been discussing ‘becoming the customer’ during the writing process.
Before you begin a new campaign, write a Brief. This should include the campaign objectives, specific goals, the target market and the benefits of the product / service that you are marketing.
Then imagine what it would be like to be the customer that you are communicating with. How can your product / service help them? Do they know that they have problem that you can solve? What sort of benefits and proof are they looking for?
Perspective taking is different from empathy. It is the ability to see the world from someone else’s point of view.
Being able to write ‘with the customer in mind’ can make a considerable difference to the quality and effectiveness of your web pages, blogs, newsletters, videos and PPC advertisements.
