First, I want to say you are extraordinary.

No doubt about it. You are a rare bird and there is no one like you. And if you’re running your own business, you’re even MORE amazing!

But when writing copy for your business, you have to pull in the trumpets. One of the most common mistakes business owners make with their copy is using either self-indulgent or business-indulgent copy.

Yes, your business is worth shouting about, but let your satisfied customers do the work. (It’s much more powerful!)

Remember that your copy must serve your sales pitch. It’s easy at times to get caught up with flowery prose that describes your product or service. Resist the temptation. Instead, write clear, direct copy that motivates your reader to take action.

The job of your business copy is not “see how totally awesome we are,” but “see how our product or service can help you.”

A good way to get to the meat of your copy is to ask the question, “so what?” after your section of writing. Your prospect is asking that question all the time. If you are talking about how wonderful you are, chances are your reader is saying, “Big deal. What’s in it for me?”

So always write your copy with more of a “You-You-You” song in mind. That song is irresistible to your reader and when spoken to the right audience, they’ll happily dance the night away with your offering.

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