Here’s a quick list of things to consider when you’re reviewing your content. Use it to review your website and any content marketing you put out.
Look at the pronouns you’re using. How often do you say ‘you’, ‘your’ and ‘you’re’? Try to aim for 80%. Find ways to rephrase your points. For example:
Good: Instead of “We offer the best customer service” try “You’ll always have a shoulder to lean on” or “Your needs always come first”.
Good: Instead of “Customer’s satisfaction is our primary concern” use “Your satisfaction is our primary concern.”
Great: Instead of “We offer free satellite radio” use “Listen to your favorite shows for free”
Does your headline address a customer’s need, rather than boast about a strength of your business?
Does the order of your sentences put the customer’s benefit at the front of the paragraph/sentence, or at the end?
Does your copy consider the points of interest for a customer? Read reviews for your business and others. Look at what aspects customers mention most frequently. This should give you a good idea of what factors customers consider when comparing your product/service to those of your competitor.