It’s Your Clients Who Have to Be Likable, Not You

I have been writing website copy for small and medium businesses for almost a year now. But before I became a copywriter, I was an ad researcher scraping all known platforms during the day and a frustrated scribbler writing thoughts and verses on table napkins at night.

It didn’t take me long to notice the obvious differences between writing poems and articles for myself and writing copy for companies. One of the challenges I’ve faced is that I needed to learn to create pieces that people would actually love to read. I needed to think of my audience. I needed them to like the clients I’m writing for.

Truth be told, when I’m writing for my blog and social media accounts, I don’t think so much if readers will agree with what I write. If my work resonates with them, I am more than grateful. If it challenges what they believe in, I’d be glad to engage in a conversation.

This whole perspective changed when I started writing for work. Now, I have to consider the people who are going to read the copy I’m writing, the people who my clients are trying to reach. So, through words, I can make the business look appealing to the eyes of the prospective buyers and help my clients become likable enough so they can ask their customers do whatever it is they want them to do — whether it is to buy a product, ask for a quote, make a donation, or join an email list.

For a person who’s not the best in pleasing other people, this entire likability thing might sound like an ordeal. Hell, without proper scales, it can mean writing for invisible readers or a tedious strategy for unrealistic profit.

But as a copywriter, whose goal is to persuade customers to do the desired action willingly, I have to help businesses make good impressions. At the end of the day, people won’t buy from a person/or company they don’t like and trust.

I am reading Gary Provost’s 100 Ways to Improve Your Writing. And while the book is filled with helpful tips, I am reinforcing my reading with the recognized advice for new writers — write more.

This piece is a reaction to the book’s introduction, and I’ll be posting more as I go through the chapters. If you have comments or suggestions, let me know in the comments section. 🙂

Featured Image by Kelly Sikkema on Unsplash


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