Customer-driven copy, in a nutshell, is content written by a customer. The phrase was coined when the owner of a construction company got tired of hearing from customers that they were feeling frustrated and confused when reading his website’s articles. A contractor himself, he knew the jargon but found it difficult to translate for his customers.
In order to help them out, he started writing articles from their point of view. He found that this helped him make better sense of what he was trying to say and also improved his site’s rankings on Google.
Customer-driven copy is a great way to improve your business’ customer service and make your website more user-friendly. Here are some things you need to know before starting.
What are the three pillars of customer-driven copy?
Customer-driven copy is the process of creating customer-friendly content that helps your customers feel like they’re in control. It builds trust and relationships with your customers, which in turn leads to conversions.
1. You need to be sure that your customer’s needs are being met.
2. You need to provide information that is easy for them to understand.
3. You need to create content that is catered to their interests and wants.
How do you write customer-driven copy that converts?
You can’t write customer-driven copy if you don’t understand your customers. Understanding what motivates your customers is one of the most important steps in writing great customer-driven copy. It’s also one of the most challenging things you can do for your business.
Here are three ways to do it:
1. Understand the customer’s problem
When you understand your customers’ problems, you can develop a clear solution that your customers will love. You can then use this solution to create customer-driven copy that solves that problem.
2. Use customer feedback to improve your product or service
Customer feedback is an invaluable tool when it comes to writing customer-driven copy. By using customer feedback to improve your product or service, you’ll be able to provide a better experience for your customers and achieve more conversions.
3. Use customer research to understand their needs and wants
Customer research is another valuable tool for understanding your customers’ needs and wants. By using customer research to understand what makes them tick, you can provide them with the best possible product or service.
What is the fundamental rule of thumb for writing customer driven copy that converts?
The three pillars of customer-driven copy are:
1. You should be clear and concise when writing customer driven copy. This will help your customers understand what you’re trying to say and will help them feel comfortable talking to you.
2. Your message should be true, relevant, and helpful. You want your customers to feel like they’re speaking to a real person.
3. You should use verbs (like “you,” “your,” “this,” “that”), nouns (like “customer,” “purchase,” “order,” “product”), and adjectives (like “excellent,” “amazing,” “stunning”) when writing customer driven copy.
Last Updated on January 14, 2022
Aires Loutsaris is a content marketing specialist working with some of the world’s biggest VC funded startups and eCommerce companies. He has 15 years of experience in organic search optimisation and content writing with over 2500 students enrolled in his Udemy SEO course. An ex-head of two award-winning agencies, he has lectured at the University of the Arts, London College of Fashion on content marketing and has consulted for all three of the Universities he studied at: The Open University, The University of Hull and Kings College University of London. Feel free to connect with Aires on LinkedIn or Facebook.