Cut yourself out – Copywriting tip #8

Harsh Editing Autobiographies are fine for the famous, but for everyone else it’s probably best to cut yourself out of your copy. So if your copy begins anything remotely like:

“We at Jazzclapper Bargain Drains are the best drain supplier in the world. We offer three hundred kinds of cast-iron drain and we are renowned world-wide for our hyper-efficient supply-chain system. We offer sterling service and…”

This copy is full of “we”. The reader, or potential drain buyer, might be feeling a bit left out. If the copy was more like:

“Are you looking for a comprehensive range of cast-iron drains? Call Jazzclapper Bargain Drains today to see if we have the drain you need. If you happen to need a drain that we don’t have, our unique stock system means we can find it for you in a matter of days.”

This version of the copy puts the reader, rather than Jazzclapper, at the centre of the copy. Naturally, your customers are really interested in their own needs, wants and desires, so make sure you put them centre-stage.

(Picture courtesy of ANVRecife )


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