Umbrella² Design Group
Everyone is Selfish
8 August 2017
EVERYONE IS SELFISH
When writing about your own company or products, you probably write how great and wonderful you are. You describe how many products you sell, the clients you have, how many members you have – you want everyone to believe you are the best!
I DON’T CARE HOW GREAT YOU ARE
Unfortunately, your reader/customer does not actually care how great you are, or how profitable you are, or how nice-smelling you are. You might obtain a bit of clout with the name- and number-dropping, but those numbers don’t directly affect your reader. Your reader wants to know why it matters to them that you have 1,000 members? How does that benefit them?
WHAT’S IN IT FOR ME?
Your customer and reader only cares how great you are as it directly affects them. They only want to know how your greatness will benefit them. They want to know you’re a reputable company, you have a great product, therefore, it will improve their life or business.
IT’S ALL ABOUT ‘YOU’, NOT YOU
When you convey those messages, it’s important to direct them to your reader. Use the word ‘you’! It will be clear to your reader that you care about them, and that you are thinking about them.
“Your business will flourish by using….”
“We provide you with the most professional, effective and efficient services….”
“Your skin will look the best it’s ever looked after using our…”
SO, ARE YOU SELFISH?
Take a look at your website, your brochure or your bio. Have you convinced your readers you will benefit them with your greatness? Remember how selfish you shouldn’t be, and how selfish your reader is.
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