Ever tried selling ice to an Eskimo? Sounds ridiculous, right? That’s because it is. The biggest mistake most copywriters make is trying to sell to everyone, without truly understanding who they’re talking to. Here’s the thing: If you don’t know your audience, you’re speaking into the void.

Think back to a time when you felt like a piece of marketing was speaking directly to you. Maybe it was an ad that seemed to understand exactly what you were going through, or an email that hit the nail on the head with your current struggles. That’s the magic of customer-centric copy.

So, how do you create copy that resonates? It starts with research. And I don’t mean just skimming through a few customer reviews. I’m talking about diving deep into your audience’s wants, needs, fears, and desires. What keeps them up at night? What are they dreaming of?

One trick I’ve used time and again is creating detailed customer personas. These aren’t just basic demographic profiles—they’re fleshed-out characters with real pain points and goals. When you know what your customer is truly after, you can tailor your messaging to meet them exactly where they are.

Another key element? Speaking their language. Too many brands fall into the trap of using industry jargon or overly complex language. But guess what? People don’t talk like that. If your audience uses casual, conversational language, your copy should reflect that. It’s about making them feel understood, not talked down to.

In the end, crafting customer-centric copy is all about empathy. It’s about stepping into your audience’s shoes and writing from their perspective. When you understand their pain points and desires, you can create messages that don’t just sell—but connect. And that’s the real key to converting readers into loyal customers.