It’s easy to talk about us. Expressing personal thoughts, feelings and experiences is what we do with the greatest sense of comfort. The same is true for your business. You have a thorough understanding of your products and services. You can go on and on describing what you do, how you do it and why you do it better than the competition. It’s the natural tendency when writing advertising copy. FIGHT THAT NATURAL TENDENCY! Your customer only cares about your company from the standpoint of how you can help them. So approach copywriting from their perspective. Ask yourself, “What’s in it for them?” Because that’s what your customer is asking. They want to know how your offer improves their life in some way. Persuasive writing answers those questions. This may take a little research on your part. Perhaps talking with people in the industry to better understand the problems they face. Likely, you already know or can surmise with a little common sense and intuitive questions. The point is, don’t just talk about YOU. Let the customer know that what you offer benefits THEM. When they’re convinced, they’ll buy. And you’ll both benefit.