Proximity makes value invisible
Teams closest to the work assume context buyers do not have. What feels obvious internally reads as a feature list externally.
The fix is not more copy. It is deciding what the ideal customer should understand, believe and want, then writing only what serves that.
Differentiation is usually present but unstated
In most engagements the differentiation already exists inside delivery, judgement or method. It has simply never been written in commercial language.
FAQs
Is this a copywriting problem?
Only partly. It is usually a decision problem that shows up as weak copy.
Where should we start?
With the buyer's evaluation criteria, then the homepage message.
Sources
- Ehrenberg-Bass Institute research on mental availability and brand growth.