Advertising copy is often written with the assumption that your potential customers care about corporate self-promotion or professional industry jargon. But the bottom line is that this type of web content rarely works well because effective promotional writing speaks to your potential customer’s personal desires. Better results happen when your content hits the relevance nail on the head.

Conventional advertising says target the right audience, leverage the right marketing media, and deliver the brand creative message, which usually forgets to focus on customer relevance. Effective content on your business website is not about selling a product or a company, but telling visitors how their individual needs will be satisfied by using your product or service. What you say does make a difference, and speaking directly to a felt need can produce a greater response.

For Example:

Conventional advertising copy might say, “Daily Fitness is a nationwide health club with the best fitness programs.”

More effective copy might say, “Get in shape to feel better, be more attractive, and improve your confidence.”

The clarity of what you say is more important than self-promotion. Talk to your potential customers like a real conversation. Instead of saying, “Our flexible fitness program provides a timely exercise schedule.” You could say, “Get in shape and look better anytime.” When trying to sound more professional, some content neglects to answer the question “Why is that important to me?” which is what visitors want to know.

Advertisingcopy works best when it is directed at needs that people already care about, which is called “speaking to a felt need.” Most of us probably don’t have a burning desire to go out of our way to get to a crowded gym and exercise on a consistent basis, but millions of us wish we were healthier, happier, looked better, and felt more confident.

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