The absolute key to writing copy is that it must help you make a connection with your customers. If you are not connecting with your customers and potential customers, your copy writing will not work. You must show, through your copywriting that you understand your customer's needs and that you can help solve their problems.
Whenever you create a marketing message, it should always be written as if you're speaking to your customer. It should also be customer centered. Write as if you're having a conversation with your potential customers.
I want to share the process that I use when I write marketing messages. This process is simple, and it will help you keep everything in your customer's perspective. It's also a way for you to get in a marketing frame of mind when you set out to write a new message.
1. I start out by thinking about the problem as it might exist in my client's mind. If your intimately connected to your niche, you will know exactly what their needs are as they relate to your business.
2. Think about what you're clients or customers might have already tried. Have they tried other programs, other products, or other services?
3. Discover why these previous solutions haven't worked. Maybe other products fall short. Maybe other programs or services your clients have tried have been lacking something. Check out other businesses in your industry and see what they don't offer that you do.
4. Think about what you offer and how it's different than the other solutions. Here is where your USP (unique selling position) is going to come in handy. Your unique selling position is a statement that you make about your business that sets you apart from your competitors. It describes to your customers why your business is different. You can use your USP in its pure form, or you can lengthen it, or shorten it as necessary.
5. Always remember who you are and what expertise you bring to the table. You are an expert in your field. No matter what. You are immersed in your business on a daily basis. Your clients and customers can trust that expertise and you should fully rely on that when promoting your products and services.
6. Have a call to action. Tell your clients what to do to purchase from you. You may think that you don't need to tell people what to do in this regard - it should be a no-brainer. But, remember a confused mind always says no. If you've developed this great marketing message and you get to the end and customers aren't sure how to purchase from you, what do you think they'll do? They may click off your page and never come back. Or, they may put your brochure down and never pick it up again. Tell them how to get this amazing product you just told them about.
Always write to your customer's needs. It's always about them. Your marketing messages should always focus on your customer's issues, and how your services or products will benefit them. 
