I wrote 24,500+ commercials in 19+ year at iHeartMedia. Before that, I wrote copy for WAPL/WHBY and WYNE, plus national print ads, product copy, web pages, screenplays, and training videos. I also…

Right about now, you’re thinking “Why am I reading this?” Wait, you’d rather get to this week’s copywriting tip so you can improve?

Okay, fine, it’s always all about you.

#18. Focus on what the audience wants, not your client.

For example, you could write : THE FINANCIAL CONSULTANTS AT NICHOLSON AND SONS HAVE A COMBINED 78 YEARS OF EXPERIENCE WITH SOCIAL SECURITY, 401K PLANS, AND RETIREMENT STRATEGIES.

That’s about the advertiser. Plus, we have to figure out what their experience means to us.

Or, you could write: WHEN YOU STOP WORRYING ABOUT RETIREMENT, YOU START LIVING THE LIFE YOU’VE ALWAYS WANTED. GET THERE, WITH HELP OF THE EXPERIENCED CONSULTANTS AT NICHOLSON AND SONS.

Here, you’re spelling it out and letting us know what’s in it for us.

Roy Williams, The Wizard of Ads, puts it this way: “Bad advertising is about the advertiser. Good advertising is about the customer.”

Now, about that time I sank a 3-pointer to win a trip to France…

Questions or comments? John@jjwriter.com.

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