How to craft copy that makes your customer the main character

It’s a crowded marketplace out there. Brands are fighting to be seen, let alone find and connect with loyal customers. It’s not enough to boast about your product or service’s features.

To truly connect with your audience and build customer loyalty, make them the main character of your brand’s story. Create a narrative that shapes copy they can personally relate to – one that speaks directly to their challenges, desires, and aspirations.

I know it can be hard to resist tooting your own trumpet, listing your accolades, awards and credentials. But when you do, you miss an opportunity to tell potential customers what’s in it for them. Shift the spotlight from your brand to your customers by dipping into empathy. That requires taking the time to understand your customer and their journey and show them how your offer empowers them to overcome obstacles and achieve their ‘happily ever after’.

In this blog, I share how to craft copy that makes your customer the hero.

What makes your customers tick?

Before you start writing, seek to understand your customer’s journey. Dive deep into their mindset, emotions, and lived experiences.

To get this intel, conduct thorough research into your target audience. Gather insights through surveys, interviews, and social listening. Get familiar with their pain points, fears, and aspirations – the forces that drive their decision-making.

You can then bring this knowledge to life with detailed customer personas. Make it more real by giving the personas names, backstories, and relatable personalities. These personas become the main characters in your brand’s narrative, allowing you to shape messaging that speaks directly to their unique challenges and desires.

Think of your customers as more than consumers. They’re complex people with diverse perspectives and emotions. By immersing yourself in their world (thoughts, feelings, actions), you can develop deeper empathy. This informs every aspect of your copy – from the language you use to the stories you tell. And that makes it easier for your audience to connect with your message.

This deep connection is the foundation for building lasting customer relationships and inspiring unwavering loyalty.

Get up close and personal

Now let’s talk about language. Aside from using words your target audience understands, bring them into the narrative. Use language that helps make them feel like part of the story – the central character rather than a passive observer. This is where the power of the second person perspective comes into play.

By writing in second person and using pronouns like “you” and “your”, you directly involve the reader in the narrative. This personal approach can create an immersive experience that fosters a sense of connection and understanding.

Here’s an example from the Grammarly (and AI writing tool) website:

Screenshot of the Grammarly homepage. Says: Responsible AI that ensures your writing and reputation shine.

I don’t know about you, but when I read this I’m instantly hooked. Especially as a writer. The message acknowledges my desire to keep my writing sharp and speaks directly to my struggles with writer’s block.

This approach helps the reader visualise themselves benefiting from your products or services. The story becomes about them, not you.

Their journey, your story

With a deep understanding of your customer and your second person writing strategy, you’re ready to weave their journey into a compelling narrative. A narrative that unfolds across every touchpoint of their interaction with your brand.

This narrative should reflect the classic story structure:

  1. A relatable main character (your customer) faces a conflict or challenge.
  2. They discover your product or service as the possible answer to overcome their obstacles.
  3. They use your product or service and ultimately find a resolution.

Okay, so we’ve covered the basic structure – let’s write!

Start by painting a picture of your customer’s current reality, the pain points or frustrations they’re grappling with. Use building blocks of sensory detail to help them identify with the story from the beginning.

Introduce your brand as their ally, helping them navigate this challenge. Showcase how your product or service can help them conquer each hurdle and move closer to their desired outcome.

Finally, point to your customer’s ‘happily ever after’ that celebrates their triumph. Remember to reinforce your brand’s role in their journey.

Here’s an example from Koala’s (mattress brand) website:

From convenient delivery to a tool-free assembly, Koala addresses how they solve the pain points along the customer journey when buying a mattress.

Share success in their words

While crafting a compelling narrative is powerful, there’s nothing quite like the authentic voices of your existing customers. Their stories and testimonials provide social proof, and demonstrate the powerful impact your brand can have on real people’s lives.

Sprinkle these authentic experiences throughout your copy so your satisfied customers become the storytellers. Their words tend to carry more weight than your brand promise. They’ve already walked the journey you’re inviting potential customers to start.

Headspace does this well with simple yet real reviews on multiple pages of their website:

Screenshot of Headspace website - customer reviews

Beyond written testimonials, consider incorporating videos or case studies. These formats add another dimension to your stories. Videos provide another level of social proof, allowing your customers to show their faces and share their experiences in their own words. Case studies not only tell your audience the what in your customer success stories – they show them the how.  Both videos and case studies enable people to see themselves in these stories, inspiring them to embark on a journey to their ‘happily ever after’.

Customers generally aren’t swayed by features and sales pitches alone. They crave authentic connections, narratives that resonate with their personal journeys, and brands that focus on the customer as the hero. When you make your customer the main character, you tap into the essence of human connection – a bond that can fuel loyalty, advocacy, and long-term success.

Need support in making your customer’s story centre stage? I’m here to help. Contact me today to book a discovery call.

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