We often review a prospective customer’s website and talk about issues with their copy. One theme we always talk about is re-phrasing the copy away from being about “the company” and turning it into statements of benefit – a focus on the customer WIFM (Whats in it for me!).
This is a good start…. but I am coming to realise that it is pushing it too far to say: “The customer just wants to know WIFM. They don’t care about your history etc”. Because they do. They want to know what your story, and see if it fits with their view of the world. If the new paradigm is Lovemarks and Storytelling – then your website does have to have some focus on you, Its your story that needs to be told.
And copy is part of how you tell that story. Its beyond benefits. And it involves an acknowledgment of who you are, how you got there, and your attitude to what you do…
