What You Have vs. What They Want

I talked with a potential client earlier today. This person had worked with several copywriters in the past, had taken multiple courses in copywriting and online marketing, and was still struggling with her messaging. 

This was not the first time I had heard this sort of story. 

One thing I heard that I've been thinking about was her insistence in talking about what she has, what she offers, and the things she provides.

Not one word was spoken about what her customers wanted. 

This, my friends, is one of the problems. And likely a large, grisly chunk of why she has struggled with her copy.
It's a subtle shift... and one of the most critical in storytelling, selling, marketing, and copywriting.

Are you talking about what you have or what they want in your business messaging?
One way to take an initial look is to search for the number of times your copy mentions "me", "we", "I", "mine", "us"... you get the idea.
Thinking of you,

Wendy