What's Wrong With The 

                    Copy On Your Webpages?

        "Customer Speak" Website Copy Shows Your

    Customers Your Solution is THE Answer for Them

Imagine knowing exactly what to say in your marketing copy so your customers know your product or service perfectly fits their needs.  You can learn to write copy as if you know what's in your prospect's mind.

Writing copy as if the customer wrote the copy him or herself, you can express your marketing and sales message clearly. When you focus on genuinely caring to help your client achieve those goals, you increase your chances of making a sale. 

When your clients know you really care about helping them solve problems, you are seen as a trusted advisor. That's a great marketing position in which to be. 

Each person comes into this world instinctively preferring and liking certain things. You can actually learn to identify which words your ideal prospects like hearing and use them in your copy. 

Knowing natural likes and dislikes of your ideal prospect actually happens from within a person's brain. We all come to earth liking and disliking, (or preferring) certain beliefs, activities, colors, tastes, smells, etc.. Write your marketing copy according to an ideal prospect's natural preferences and improve chances of increasing sales.

When you connect with prospects via common interests, you can develop meaningful, trustworthy, long term relationships with them. But you must genuinely care about helping them solve their problems. Otherwise, going to the effort of writing copy they like hearing does nothing to keep your business successful. 

Humans emotionally drive themselves to buy products or services using emotion. We use logic to delay buying. That's just the way the brain and mind work together. Here are some other simple scientific discoveries about the brain. Use the information in your copy and see how your sales improve. For more information about how the brain thinks, see The Creative Brain by Ned Herrmann.

People who are task-oriented thinkers naturally shy away from developing relationships. They like to do tasks (rather than engage with people) in an efficient and accurate way. (This market is typically Business-to-Business (B2B) people.)

Folks who are people-oriented thinkers naturally want to be with people and develop relationships. They like to feel feelings, be with people and feel appreciated and valued for their creative contributions. (This market is typically Business-to-Consumer (B2C) people.) 

For example, suppose you work at the Shell Window Company where you sell wonderful windows. In this example, you are targeting your windows for use by businesses. The B2B, task oriented people would like to read copy about your amazing windows that sounds like the windows accurately and efficiently achieve tasks considered very important to a business. Copy might look like this: "Shell energy efficiency Premium Guarantee windows saves you an average of 17% on your utility bill." 

And the everyday consumer also uses windows. But the everyday consumer has different goals. So, your marketing copy needs to be different for that market. You talk about what's important to the B2C market. 

In this example, let's suppose you are targeting selling your windows to families. They are interested in relationships, feeling feelings and "people" oriented interests. So, marketing copy to sell windows to that market would sound appealing written like this: "Imagine one winter evening Jack Frost pounds on your Shell Deluxe living room picture window. He's demanding that you let him in. Snuggled in front of a comfy, crackling fire with your husband and kids, you tell Jack you're busy right now making happy memories. Jack pouts and stomps away leaving you and your family to continue enjoying the stories being read by each family member during story hour."

Imagine knowing how to create a marketing campaign that appeals most to your ideal prospects' likes. You could increase the likelihood of higher sales. Discovering how to write copy using 'Customer Speak' language, makes your copy more appealing to your target market. 

High converting sales numbers result when your customers see high value to them in your offers. The appropriate words and writing style you use in your marketing copy gets your message through to your ideal prospect. 

Using the wrong words in your sales copy is like insisting a deaf person can really hear. When you convey your sales message in language that makes sense to your prospect, you raise conversion rates.

The deaf person speaks through Braille or sign language. Screaming and yelling at a deaf person does nothing to improve communication. You must use their way of communicating to clearly convey your message when communicating with them.

When you do, suddenly your message is understood. Once your message is understood, then the prospect can make an informed decision. Is this a product or service that relevantly solves my problem? Or is there no relationship between my current specific situation, issue or problem and your product or service? Understanding the relationship between problem and product or service makes the difference between a sale and no sale!

What’s the reason low sales occur? When copy conveys the features of a product using mainly numbers, words and symbols, a customer quickly feels bored. Using mainly feature writing, you communicate to your target information from the boring instead of buying left hemisphere side of the brain. Writing engaging copy means you must write from the imaginative right brain side. The more you engage your site visitor and show them how your solution is the ONLY solution, then, you connect with your customer.


It is as simple as that. Don’t believe me? Look at your sales numbers. Failing to build belief in your customer’s mind enough to motivate them to buy proves what I am saying is true. So, what can you do about it? For starters, change your website copy.


    Why Many Businesspeople Make Copywriting Mistakes


What is the main reason so many brilliant business people writing copy on their websites fail to enjoy higher sales or conversion rates on their webpages? Why is it some highly intelligent, college-educated business owners cannot think like their potential customers and others cannot convey a valuable content in their marketing material no matter how hard they try? Why do about 80% of the business owners writing website copy on the Internet today find themselves without the ability to express a meaningful sales message for their target market?


The main reasons are clear. Susan Fox discovered it by observing and listening to thousands of clients since 1988 in her brain dialog research consulting practice. Most business people writing website copy and marketing material do not write engaging marketing material because they never understood how the brain really functions. As a result, they never developed the proper techniques for writing engaging copy in a way that demonstrates highly perceived value to the customer.


To develop any engaging website copy habit, you must first consistently practice thinking like your ideal customer. When you truly understand what is important to your customer, and provide products and services that help them reach their goals, that is when your customer knows you really care. 


IMPORTANT NOTE: If you were born preferring to think using the opposite brain side from your ideal customer, you may have difficulty naturally thinking like your ideal customer. In other words, it feels unnatural for most business people (left-brain thinkers) to naturally think and develop marketing expertise skills (found mainly in the right brain.) Most brilliant business people must learn how to think like their ideal customers or outsource their copywriting and marketing needs to a professionally trained copywriter/marketer.

When you listen to your customers and make their concerns your concerns THAT is how you build a long-term, meaningful business relationship. And when you genuinely care and help your customers achieve their goals or improve their lives THAT is when you speak their language and make sense to them.


Remember, you got into business to serve your market. Yes, you also got into business to make money. However, serving the needs and wants of your market is the primary reason we all get into business. We see a need and we intuitively desire to help someone live an easier, better, happier life. That all begins on your website.

So, look at this checklist and see what’s wrong with your website. If these things are missing, than your customer are probably missing, too. Make your website be there to help your customers achieve their goals and the customers will appear.

Website improving checklist:


1-Is the font size on your website copy so tiny you need a magnifying glass to read it? Enlarge the copy for your visitors. Make visiting your website a pleasant experience. This is an example of talking your customer’s language.


2-Is your copy mainly features’ based copy, merely describing the features of your product or services? If so, it is unlikely your visitors will feel interested in returning repeatedly to your website. Feature’s based copy is like reading the phone book or a dictionary or encyclopedia.

B-O-R-I-N-G! Change your copy.

Instead of writing copy using words like “we”, “I” or “our company” or “our products give you” or “our service provides for you”, change your copy to that of a visitor-oriented copy. Use “you” and personal pronouns. Make the website be all about the customer instead of all about you, the company owner or your products.

3-Does your website have music or talking the minute people open the page? Consider changing the way you’ve created your webpage by asking your customers if they like that. If they say, “NO!” and vote with their wallets by buying from your competitors, you’ll know that they really meant it.

4-Did you ask your target market how you could help them reach their goals with your many quality offerings before you created them? If sales are very low, you made the wrong products for your current target audience. Either change your marketing efforts, or offer the products your market REALLY wants. That will increase your sales and conversion rates.

5-Are you changing your website on a regular basis, giving your customers a reason to return often? If your site is a static site, it is like eating oatmeal for every meal! Ask your customers, your list that you’ve built (you DO have a list, right?) what they would like in your site. Then, GIVE IT TO THEM!