When you’re writing material for your business, who’s it for?

Are you writing for the reader’s benefit or your own?

A lot of businesses write in such a way that boasts how awesome they are. How proud they are of the awards they’ve won, the success they’ve achieved, the big-name clients they’ve worked with.

The reader doesn’t care.

Your customer wants to know what’s in it for her. She’s asking, “What will I get out of this relationship?” Because working with, or buying from, a business is a relationship.

And if you don’t show the reader love, they’ll break up with you.

No one wants to date an egotistical, self-absorbed narcissist. Don’t let your published business materials come off that way either.

You’ve got to fall in love with your customer, not your business.

If you want to learn how to write in a way that shows your reader some love, pick up a copy of Write to Sell by Andy Maslen. He got me thinking about this question.

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