When Twitter first launched in 2007, it averaged around 5,000 tweets a day. Today, that figure stands at 500 million, and we share 3.2 billion images – again, daily.

The sheer volume of content has reached epic proportions. Which means that only thoughtful, well-written copy can capture (and retain) attention.

So, before you start writing, ask yourself: what ‘problem’ is the reader (customer) facing – and what ‘solution’ are you proposing? In other words, think as a customer – not as your brand. This means an intimate knowledge of their so-called pain points, and any frictions in their journey-to-buy. This is hardly a new or unique idea, but I continue to be surprised at how many ignore this one single step.

One thing you can immediately do is translate abstract features into tangible benefits.

Here’s a quick example I’ve worked up, for an imagined car advert:

This is the feature: Automatic safety restraint system.

And here I’ve rewritten it as a benefit: Protect your family with front and side airbags. It means safety for them, and peace of mind for you. Find out here about our automatic safety restraint system.

I’m saying the same thing but in a slightly different way.

As a radio broadcaster, I was once given some good advice from the legendary Chris Evans: when you open the mic, don’t think of an entire audience. Think of one person in our target demographic and just talk to them. Simply imagine it’s a one-on-one conversation.

The exact same applies in business. Think of your target demographic and how they might fit into the life cycle of your brand. Then talk to them directly, with hooks that will feel familiar and details that will resonate.