A common copywriting misstep.
LUXURY INSIGHTS | March 16, 2025
Timeless insights for luxury brands.
While driving through downtown Austin I couldn’t help but notice this sign:
We are celebrating our 20 years in business.
At first glance that may sound quite fine and you may well have heard something similar many times before. But if you read it closely you will see how it actually isolates the customer and makes the milestone all about the business.
Focusing too much on your business—your offers, your features, your accolades, your expertise—while neglecting to include your clientele and address how your business exists to provide solutions for them, is a major missed opportunity.
Consider how your feelings about the same business would change if their sign read this instead:
Celebrating 20 years in business—thank you for your ongoing support!
01. INSIGHT
Client-centric copywriting does not only apply to what you are saying—it also applies to how you are saying it.
By shifting your focus to your clientele, you ensure they feel valued, respected, and understood, and in doing so you transform how they perceive your brand.
If your copywriting does not make your ideal clientele feel connected, included, and valued, they will move on to a brand that does.
02. INSPIRATION
“Make a customer,
not a sale.”
— Katherine Barchetti
03. INTENTION
Are you unintentionally disqualifying prospective clientele?
Remember that assuming someone isn’t interested in what you offer does not do you—or your prospective clientele—any favors.
Here’s to more sales,
Creator of Luxury Insights
Founder of The Luxury Copywriting Company
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