Are you guilty of this common copywriting mistake?

Here’s a tip to help strengthen your marketing messages …

It’s an often overlooked aspect of copywriting for businesses - understanding what your customers have already tried and why it didn't work for them. What has been their journey, and where do you fit into that picture?

Often, when crafting messages, businesses fall into the trap of presenting their products or services as a magical solution without taking into consideration their target audience's past experiences.

You’ve probably heard of the common analogy of it being like asking them to marry you on a first date – which you wouldn’t! (Kind of the recipient of that once upon a time but that’s a story for another day!) So why would you do the same in your marketing?

Jumping straight into what you do could potentially lead to disconnection and mistrust. (And have your customers do what I did at the marriage proposal – run a mile!)

Why? Because they don’t know enough about you. And when you fail to acknowledge the past solutions your potential customers have tried, it can make them feel misunderstood. They've likely already attempted various ways to solve their problem. If their efforts are not acknowledged, your message might seem irrelevant or insincere.

If you do acknowledge where they are at, you gain trust because they now feel understood, and if they haven’t had that understanding from your competitors, you’re ahead in the game. That feeling of “you get me” is priceless, so don’t ignore it in your marketing messages.