Speak Personally …
Copy should make customers feel like your trusted friends
2. We actually verbalized that wish back to them.
3. The last paragraph is about “them,” while the first example is about “us.”
Us vs. Them?
While customers may be looking in your catalog to find solutions to problems (be it finding a new travel dress, the right computer or the best window treatments), make no mistake about it, they’re always more interested in themselves than you. In fact, if you don’t immediately tell them in a meaningful way that you have a viable solution for them to consider, they’re not going to spend another minute with your catalog or Web site.
- Companies:
- Crutchfield
- Lenser
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