Tips, news and views from Green Light Copywriting

Flip it! Don't forget this copywriting fundamental when creating your content 6 February 2025

Copywriting: there’s so much to say about it. I should know. I’ve been writing about it for (gasp) 17 years. But with so much to discover, the core elements can sometimes get overlooked. That’s why I wanted to share a little reminder of a key copywriting fundamental, one of those approaches that transcends the many trends and shifts that define the world of marketing. Forgetting this one could send your content in the wrong direction and distance you from the very people you’re trying to reach.

It may sound obvious but the critical things often do.

Here it is: flip your perspective. Change your viewpoint away from you and towards the people that matter – your ideal audience. So, don’t start by talking about yourself; start with your customer.

Flattering your customer is vital, as is talking their language, whether that’s through tone of voice or marketing messaging. But there’s more to flipping it for better copywriting.

Once you have a grasp on speaking to and for your clients, adapt your messaging about your business so that it’s geared to exactly what they want and need. In other words, keep your content precisely relevant to their particular issues and priorities.

It’s all too easy to think that copywriting is simply about bigging yourself up or the subtle art of the humblebrag. But if you want your content to be a success, it has to start with your audience rather than with you.

Put your own business to one side and think about the everyday concerns, problems and painpoints of the people that matter. Look at how you can answer those in every aspect of your content. If you’re starting out on your content development journey or simply having a review of your existing marketing assets, keep these two little words in mind: flip it!

Need a new viewpoint on your own copywriting strategy? Let me know.