Why the Best-Loved Brands don't Talk About Themselves


Imagine meeting a friend for coffee. You show up excited to chat, but most importantly to reconnect. Now imagine that friend starts telling you how great they are. As they go on and on, listing all their accomplishments and skills, you totally tune out. You start glancing at your watch, your phone, and suddenly the door looks like the friend you’d like to reconnect with most.

If this interaction happened with a brand, rather than a friend, you’d already be gone.

If your copy shouldn’t talk about your brand, what should it talk about instead?

Every single bit of well-written, effective copy has one thing in common— It’s about the intended target audience. Look at this add I wrote for Next Desk. You can see that I took the talking points about the desk, and made them about the user instead.


The fastest way to raise your work.

Even a few extra seconds of interruption can cause a huge difference in workflow efficiency. NextDesk moves faster than any other standing desk in the world at 1.7 inches per second. Simply push a single button and stand up. Your desk will meet you there, ready for your next move.


These desks are full of features. They use high quality materials and advanced technology. When I met Next Desk, this is what their marketing copy focused on. However, with the focus on the product features, the consumer benefits were lost. Their audience wasn’t being told how better materials and technology would make their lives better. Here’s another example from the campaign.


Lean on us. We’ll support you.

Your work is too valuable for a shaky foundation. NextDesk protects your assets with innovative engineering and superior materials. Each lifting column hides a medical grade 18-volt DC motor, and microprocessor controlled algorithms check the surface level dozens of times per second. We keep your work safe and your investments protected.


Ask yourself these questions, then use the answers to write better copy:

  • How does this benefit my audience?

  • Why would my consumer want this?

  • How does it make their life better or easier?

Julie ComstockComment