Does this story sound familiar? You’re at a party, and you strike up a conversation with someone. But after just a few minutes, you’re running for the nearest exit. Why? The person you’re talking to only talks about themselves!
Without realizing it, many organizations do the same thing when they communicate online. As a result, they lose the interest of their audience. Effective marketing, on the other hand, connects you to the people you want to reach. So how do you write in a way that is focused on your customer?
Customer-centric language: an example
There are many types of texts you can share with your clients — from customer-service emails to promoted posts on social media. However, every customer-centric text shares a number of characteristics.
Let’s use an example. Which version speaks to you?
Version 1
Here at Grocer we’re on a mission: groceries straight from producer to customer. Because no one likes to stand in line.
We’ve made the Grocer experience even better. That’s why we’ve launched a new app. Download here!
Version 2
Are you still standing in line in the supermarket? Produce straight from farm to fridge: that’s Grocer’s mission.
Your time is valuable. That’s why the new Grocer app lets you track your order in real time. Download here!
What’s the difference?
What stands out in version 1?
- This text is written from the perspective of the company. The words we and our appear no fewer than 8 times.
- There are no concrete examples. The text mentions an app that improves service, but fails to explain why.
What does version 2 do better?
- The text is written in the second person. The reader is addressed directly. The words we and our have been replaced by you and your.
- Advantages are emphasized. Instead of just saying the app is better, the text tells you why it makes your life easier.
Whenever you write for customers, you should have a specific audience in mind. Your job is to find a connection with them. Don’t sing your own praises, but describe a real problem people have. Then talk about your solution. All your reader needs to do is draw the logical conclusion: what you’re offering is just what they need.
Why is customer-centric language so important?
People only take a few seconds to look at your web page, social media post, or advertisement. Unless they find a connection to their own lives right away, you will lose their attention. On the other hand, if your reader feels like you’ve written the text just for them, they tend to stick around.
Not just a strategy for conversion
Conversion is only one part of your business relationship. In fact, keeping your customers happy after conversion is much more important. After all, bringing in a new customer costs up to 25 times as much as retaining an existing one (HBR).
Keep working on your long-term relationship with customers by speaking their language and anticipating their needs. Those needs will change as they come further along in their customer journey. Make sure the texts you write for repeat customers are in sync with the specific stage they are in. You can fine-tune your personas for this purpose.
Need a text your customers will love?
There’s a lot to think about when you’re writing for customers. How do you put it into practice? Check out our next blog for some useful tips.
Do you need a text that really speaks to your audience? Get in touch with us for some help or advice.