How Human-Centric Thinking Elevates Your Brand

It’s 2023 and AI has just begun. The distorted, glossy images flood your internet feed with intent of good humor. Somewhat existential about the future of our world, the humorous fifteen-fingered, three-eyed, robot-birthed “humans” bring a sense of comedic relief to the political climate. At this point, you were not threatened by your job as a copywriter.

It’s 2024. You feel threatened. Not because of AI*. But, because of the lack of understanding of what good copywriting can do for a business.

It’s 2019 and you are a college student studying human-centered design. Your passionate professor instills the value of designing for people. Everything truly successful in our world—from classroom chairs to city layouts—is designed with the end-user—a person—in mind. This makes so much sense you start to believe that every business leader must know this.

They don’t.

So, when a leader seeks out a copywriter, they expect someone to make their current positioning a bit more buttoned-up. But your writers are capable of much more than that. Copywriting is more than describing your services, products, and values. Good copywriting is positioned for the reader.

There are two priorities in this: Honesty, and interest.

People will only read what interests them. Your prospects likely need your services, but if they aren’t energized in your perspective, they’ll check-in on your competitor. Marketing is not a battle of quality, but a battle of interest.

Good copywriting is more than getting your positioning ready for date-night. It’s about creating energy around the experience. It’s about anticipating the needs before they arise. Your business already knows what it does. Your readers? Not so much. So how do we go from the first-date (click) to the altar (sale)?

By telling the reader what they want, why they want it, and how your business solves their pain-points both big and small.

When the reader feels represented, heard, and understood by your brand, they’re far less likely to choose anyone else. And when they’re delighted by your services, they’ll return again and again. You can’t get there by service-description alone. You must reach out a hand, introduce yourself, and let them know that behind the company is a person. And a person is far more than what they achieve.

* Why I’m not threatened by AI

• Robots can’t communicate emotion.

• Emotion is what sets you apart.