This video from entrepreneur Marie Forleo has some really excellent advice on shifting the focus of your website copy away from yourself, to focus on your customers' needs and wants.
You can head over to Marie Forleo's blog to read her full post.
Our Approach to Content Strategy
When we start working with a client on content strategy, we advocate taking a similar approach. We often start with the following types of exercises:
Outcomes of Foundational Content Strategy
Once you have a set of talking points or key messages you can use them in a number of different ways: you can use them verbally, when you are giving interviews or an elevator pitch about your business.
You can use them in headlines and other prominent places on your website. As Marie Forleo suggests, this work can also influence the labels you use in your website navigation. You can also use them when you're describing your business in a press release, and so much more.
Case Study: ONVI
When we started working with ONVI on the creation of a marketing system to promote their innovative Prophix toothbrush, we started with these exact exercises.
A year later, we found that the results of these simple exercises were still helping us write focused, consistent copy for everything from packaging design, to a booth at the Consumer Electronics Show.
Putting Your Customers First
Whether you decide to tweak your copy on your own, or work with a consultant like us on your content strategy, putting your customers first and tying their needs and wants back to your products and services is the best strategy for increasing sales or other conversions, while also fostering trust with your customers.