The Golden Rule of Copywriting: Stop Writing for Yourself

If there’s one rule that separates great copywriters from average ones, it’s this:

👉 Write for your audience, not for yourself.

Most businesses get this wrong. They focus on what they do, what they offer, and how great they are instead of what their customers need to hear.

But here’s the truth:

🔹 Nobody cares about your business.

🔹 They only care about how you can help them.

This is the golden rule of copywriting, and if you master it, everything changes.

Let’s break it down.

Why Most Copywriting Fails (And How to Fix It)

Think about the last time you read a bad sales page or an ad that made you scroll past immediately.

It probably sounded something like this:

“We are an award-winning company with 10+ years of experience in providing high-quality digital marketing solutions. Our team of experts ensures optimal results.”

Boring. Impersonal. And completely self-centered.

Now, imagine reading this instead:

“Struggling to get leads? We help small business owners attract more customers with marketing that works.”

The second version talks to the reader.

It acknowledges their problem, speaks their language, and makes them feel understood.

The shift is subtle but game-changing.

How to Apply the Golden Rule in Your Copywriting

1. Focus on Your Reader’s Problem, Not Your Product

People don’t wake up thinking about your brand. They wake up thinking about their struggles.

✅ Instead of:

"We offer top-tier fitness coaching services with expert trainers."

🔥 Say:

"Too busy to work out? Get in shape in just 20 minutes a day with our guided fitness plans."

👉 Your copy should answer the question: “How does this help me?”

2. Use ‘You’ More Than ‘We’

A simple trick: Count how many times you say "we" vs. "you" in your copy.

Your audience should feel like you’re talking to them, not at them.

❌ “We provide excellent marketing services that help businesses grow.”

✅ “You get more leads, more customers, and more sales without the marketing headache.”

Golden rule: If your copy has more “we” than “you,” it’s time to rewrite.

3. Sell the Benefit, Not the Feature

Customers don’t buy features. They buy outcomes.

💡 Example:

• Feature: “This laptop has a 10-hour battery life.”

• Benefit: “Work all day without worrying about your battery dying.”

Always ask yourself: “So what?”How does this feature make life easier for the reader?

4. Write Like You Talk

The best copy doesn’t sound like copy.

It sounds like a conversation.

Don't write if you wouldn’t say it in real life.

❌ “Leverage our AI-driven solutions to optimize your workflow.”

✅ “Let AI handle the boring stuff so you can focus on what matters.”

A simple test: Read your copy out loud.If it sounds robotic, rewrite it.

How the Best Brands Follow This Rule

The world’s most successful brands don’t sell products -> they sell transformation.

🔹 Apple

They don’t just sell technology. They sell lifestyle and creativity.💡 “A magical way to use your iPad without lifting a finger.”

🔹 Nike

They don’t sell shoes. They sell motivation.💡 “Just do it.”

🔹 Airbnb

They don’t sell rentals. They sell experiences.💡 “Belong anywhere.”

👉 Notice a pattern? It’s always about the customer’s emotions, desires, and goals.

Before & After: Applying the Golden Rule

Let’s see the difference in action:

❌ Before: Self-Focused Copy	✅ After: Customer-Focused Copy
"We have the best customer service in the industry."	"Need help? Our team is here 24/7 to assist you whenever you need us."
"We sell handcrafted skincare made from organic ingredients."	"Get glowing skin without the harsh chemicals. Your skin deserves better."
"Our SaaS tool has powerful automation features."	"Save 10+ hours a week by automating boring tasks with just one click."

🚀 See the difference?

The second version makes the customer the hero, which makes it convert.

Final Takeaway: The Customer is the Hero, Not You

At the end of the day, copywriting isn’t about sounding smart.

It’s about making your audience feel:

✔ Understood

✔ Valued

✔ Excited about the solution you offer

Because when people feel like you get them, they’ll trust you.

And trust = sales.

Try This:

Go through your website, landing page, or sales email.

Find one sentence where you talk too much about your business instead of your customer.

Rewrite it.

Make them the focus.

And watch what happens.