Writing Like a Mirror: Make It About Them

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Writing Like a Mirror: Make It About Them

So far, we’ve focused on naming your product, writing powerful taglines, and shifting your copy from features to outcomes.

But now we’re entering one of the most powerful upgrades you can make in your copywriting:

👉 Making your customer the center of everything you write.

Because no matter how good your product is, no one will buy if the copy feels like it’s written for someone else. The moment your reader feels like your product "gets them," you win their attention — and their trust.

And that trust turns into action.

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Copywriting isn’t about describing your product. It’s about showing the person reading that *you understand them better than anyone else*. And when people feel understood, they buy.

This chapter is about shifting the spotlight.

Less “I created this.”

More “You need this because…”

Let’s dig in.

Why Customer-Focused Copy Converts

It triggers connection

People don’t remember facts. They remember how something made them feel. When your words reflect their life, you instantly become more credible, relatable, and relevant.

It removes friction

You don’t have to “sell” when your copy simply describes what they’re already feeling — and what they wish they had.

It earns trust faster

When you speak their language, they believe you know how to help them — because it sounds like you already have.

How to Shift From Creator-Centered to Customer-Centered Copy

1. Use “you” more than “I” or “we”

Every time you say “you,” the reader leans in. Every time you say “I,” they tune out.

❌ “I created this to help people get more organized.”

✅ “You’ll finally stay organized — without having to build a system from scratch.”

2. Reflect their current frustration

✅ “Sick of rewriting the same boring intro for your product pages?”

✅ “Still unsure how to describe your digital product in a way that actually sounds exciting?”

If your reader nods while reading your copy, they’re already sold.

3. Show what life looks like after they use your product

✅ “Imagine opening your laptop and seeing your entire week of content already written.”

✅ “Get back hours of your time — and finally feel confident in how you show up online.”

Mini Copywriting Prompts

Here are phrases that shift the focus directly onto your reader:

  • “You’re not lazy. You just didn’t have the right system.”
  • “This is for you if you’re tired of…”
  • “No more [problem]. Just [result].”
  • “You already know what you should be doing. This makes it doable.”
  • “What if it finally felt easy?”

These lines tap into everyday frustrations and hidden desires — which makes the copy feel personal, not generic.

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Pro Tip: Read your product description out loud. Does it sound like a conversation with your customer — or a speech about yourself? If it feels cold or distant, rewrite it with them in mind.

Real-World Copy Upgrades

These examples show how a few word changes can shift your copy from “explaining” to connecting:

❌ “60-minute Zoom call”

✅ “Get unstuck and create a 90-day growth plan in one focused session”

❌ “PDF workbook with 10 prompts”

✅ “Reflect, reset, and set clear goals for your next business move — in just 30 minutes”

❌ “10 content templates”

✅ “Post confidently every day — even when you don’t know what to say”

These lines speak to your audience, not just at them. They meet the reader in their current state — and show them what’s possible.

Use This Framework: Problem → Empathy → Promise

This works beautifully in digital product descriptions, emails, and landing pages.

  1. Problem: “Struggling to stay consistent on Instagram?”
  2. Empathy: “You’re not alone — most creators hit burnout fast.”
  3. Promise: “This content system helps you plan, design, and schedule a month of posts in under an hour.”

This kind of copy feels human. Relatable. Helpful.

And that’s what builds trust.

Let Your Reader See Themselves in Your Offer

Ask yourself:

  • What do they want more of?
  • What do they want less of?
  • What result would make them feel proud, relieved, or excited?
  • How can I describe that clearly and simply?

If you can answer those questions, your product description becomes less of a pitch — and more of a promise. And the more specific your words are to them, the more your product stands out — even if it’s similar to others in the market.

Listen First — Then Write

Before you write a word of copy, listen.

What are your customers already saying in reviews, comments, or messages?

  • What words do they use to describe their struggles?
  • What phrases show up again and again?
  • What are they frustrated with, or dreaming about?

Use their exact language on your product page. When they read it, they’ll think, “Wait… that’s exactly how I feel.” You don’t have to write perfectly — you just have to reflect what’s already true for them.

Quick Checklist: Are You Writing Like a Mirror?

Before you publish your product copy, check:

Did I use “you” more than “I”?
Did I describe outcomes, not just features?
Did I reflect a specific frustration or desire?
Will the reader feel like this is made for them?

If yes — you’re not just writing copy. You’re building trust.

Final Thought

Too many creators write like they’re delivering a speech. But the best copy reads like a one-on-one conversation — one where your customer feels understood, supported, and seen.

When your copy reflects their goals, their struggles, and their language, you don’t need to convince them.

They convince themselves.

Because when someone reads your product page and thinks,

“That’s me — and that’s what I need…”

the sale is already done.

Let’s take that energy into the next chapter — and build product descriptions that put it all together.

Shall we?