Copywriting for Your Brand: Inward vs. Outward

Self-Love-I-love-me-IllustrationIf you have decided to take on your own copywriting—whether it’s simple blog posts or writing articles for industry publications—there are a few rules you need to follow. One of the most crucial rules of copywriting for your own business is to force yourself not to write inwardly.

If you have no idea what this is, chances are you have already done it and didn’t even know it.

Inward thinking is, put simply, talking too much about yourself. When taken to extremes, it can seem boastful and narcissistic. Sure, you are proud of your business and all of your accomplishments, but the world really doesn’t want ot hear about it over and over again. Sometimes these sorts of things get interwoven into your writing when you don’t even intend for it to show up.

So what can you do to stop this? What can you do to make sure you write outwardly? Admittedly, it can take some practice, but there are a few strategies you can undertake to get into the outward state of mind.

  • Rather than focus the writing on yourself, your copywriting should instead focus in your target audience and customers. After all, you’re writing to convince people that they need your service or product—not how awesome you think you are.
  • Stop with the personal anecdotes. If you need to tell a personal story to sell a metaphor, make it short. But even this should be done very rarely.
  • In any copywriting for your own business, you should be more focused on the experience the customer will take away from working with your business—not about why you are the best at what you do.
  • Outline everything you write. If there is an abundance of “I”s and “Me”s in there, scrap it and start over.

Just remember…in business, it’s not about you at all. It’s about the customer, how you can serve them, and how you can keep them coming in your doors. Speaking endlessly about yourself (even if it is subconsciously) is not going to do either.

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