When it comes to creating a sales page for your website, the way you speak to your audience can make or break your success. A common mistake businesses make is centering their copy around themselves—what they offer, their expertise, and their features. While these things are important, your potential customers care more about what’s in it for them.

Effective sales copy puts the focus squarely on the customer—their pain points, their goals, and how your product or service solves their problems. Let’s break down how you can craft customer-focused copy that sells, using a gym as an example.

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Why “We-Focused” Copy Fails

Imagine you’re looking at the sales page for a gym, and the copy reads:

Bad Example:
“We have the best trainers in the city. Our facility is equipped with state-of-the-art machines, and we’ve been in business for over 10 years. We’re passionate about fitness and helping people stay healthy.”

This copy highlights the gym’s credentials and features, but it doesn’t address the customer’s needs. It’s all about them (the business) and doesn’t give the reader a reason to care.

The result? The customer is left wondering, “But how does this help me?”

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How to Write Customer-Focused Copy

Now, let’s flip the perspective to focus on the customer.

Good Example:
“Ready to feel stronger, healthier, and more confident in your body? Whether you want to lose weight, build muscle, or improve your endurance, we’ll help you reach your fitness goals. With expert guidance, a welcoming community, and all the tools you need, you’ll see results—and actually enjoy the journey.”

Notice the difference? This copy speaks directly to the customer’s desires and outcomes. It taps into their emotions, addresses their goals, and promises tangible benefits.

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Tips for Writing Customer-Centered Sales Copy

1. Start with the Customer’s Problem
   Identify the pain points your audience is facing. What do they struggle with? What goals do they want to achieve? In our gym example, potential pain points might be:
   • Feeling unmotivated to work out.
   • Not knowing how to use gym equipment.
   • Frustration over not seeing results.
   Speak to these pain points directly. For instance:”Frustrated by fitness plans that don’t work? Our personalized approach ensures you’ll finally see results.”
2. Show the Transformation
   People buy based on the outcome they’re hoping for. Show them what their life will look like after using your product or service.”Imagine feeling confident and energized every day. With our customized fitness plans, that’s exactly what you’ll achieve.”
3. Use “You” Language
   Replace “we” and “our” with “you” and “your.” This simple shift immediately makes your copy feel more personal and relatable. For example:
   • Instead of: “We offer flexible membership plans,”
   • Say: “You can choose a membership plan that fits your lifestyle.”
4. Highlight the Benefits, Not Just Features
   Features are what your business offers. Benefits are what the customer gains. For instance:
   • Feature: “We have 24/7 gym access.”
   • Benefit: “You can work out whenever it’s convenient for you—no excuses.”
5. End with a Strong Call-to-Action (CTA)
   Your CTA should clearly guide the customer to the next step. For example:”Ready to start your fitness journey? Sign up today and take the first step toward a healthier, stronger you.”

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Why This Approach Works

When you shift the focus from you to them, you show potential customers that you understand their struggles and have the solution they need. By tapping into their emotions and highlighting the transformation they’ll experience, you make your offer irresistible.

Whether you’re running a gym, offering coaching services, or selling a product, always remember this golden rule of sales copy: It’s not about you—it’s about your customer.

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With this approach, your sales page won’t just inform—it will sell. So, take a hard look at your copy, shift the focus to your audience, and watch your conversions soar!