{"id":577,"date":"2026-10-03T00:59:37","date_gmt":"2026-10-03T00:59:37","guid":{"rendered":"https:\/\/mrslorraine.com\/copywriting-3-principles\/"},"modified":"2026-10-03T01:01:45","modified_gmt":"2026-10-03T01:01:45","slug":"copywriting-3-principles","status":"publish","type":"post","link":"https:\/\/mrslorraine.com\/en\/copywriting-3-principles\/","title":{"rendered":"Copywriting that moves customers' hearts: 3 principles for small businesses"},"content":{"rendered":"

Many owners struggle to sell products they have created because they feel confident in their quality but their customers don\u2019t seem to respond to them. Surprisingly, the answer isn\u2019t hidden in photos or prices; it often lies in a few lines of \u201csentences.\u201d That\u2019s copywriting.<\/p>\n\n\n\n

\"\uce74\ud53c\ub77c\uc774\ud305<\/figure>\n\n\n\n

When you hear the term copywriting, many small business owners immediately get scared. They don't have the luxury of hiring a professional copywriter, and trying to follow the sophisticated wording used by advertising agencies only makes it awkward. But copywriting is not about flashy rhetoric; it's more like the skill of accurately reading a customer's mind and communicating it in a concise way. Knowing just a few principles means that anyone can use it.<\/p>\n\n\n\n

Copywriting is also one of the first things that MicroSolutions\u2019 marketing team practices with small business owners in their training sessions. Just by remembering three principles instead of lengthy theories, the details of the page and the social media posts become noticeably different.<\/p>\n\n\n\n

Principle 1: Say \u201cchange\u201d rather than \u201cfunction\u201d\nPeople buy not the specifications of a product, but the change it will bring. This is why the sentence \u201ca high-moisturizing cream\u201d is much more appealing than the explanation \u201cskin that doesn\u2019t feel tight even after just washing in the morning.\u201d.<\/h3>\n\n\n\n

In fact, one of the course participants reported that after changing the tagline to \u201ca day where you don\u2019t have to bring a charger with you on your commute,\u201d the number of inquiries increased significantly. The feature is inside the product, but the change takes place within the customer\u2019s daily routine.<\/p>\n\n\n\n

Principle 2. Speak in the customer's language\nSometimes the professional terms used by the manager every day and the language that customers actually search for and say are different. A more concise sentence that conveys the same meaning is \u201ccold-pressed organic method,\u201d rather than the expression \u201cwithout heat, the nutrients remain intact.\u201d.<\/h3>\n\n\n\n

In microlearning sessions, Meselson first asks students to write down, \u201cWhat would a customer say if they explained our product to a friend?\u201d This sentence often serves as the starting point for the most natural copy. The fewer professional terms used, the more trust is built.<\/p>\n\n\n\n

Principle 3. Include only one message in a single sentence\nMany business owners, wanting to convey even more of the product's benefits, tend to cram multiple messages into a single sentence. However, the more messages there are, the less the customer remembers anything.<\/h3>\n\n\n\n

\u201cA sentence that focuses on a single scene, like \u201dfresh, healthy, inexpensive, and with fast delivery,\u201c is much more memorable than a sentence that says something like \u201dIf you order today, you\u2019ll receive vegetables that just came straight from the field tomorrow morning.\u201d The courage to narrow the message down to one point conveys more than just that.<\/p>\n\n\n\n

Trying to apply all three principles at once can be overwhelming. This week, it\u2019s enough to start small by changing just one first sentence on the detailed page, and next week, just one caption on a social media post. Just one small change can make a noticeable difference in how long customers stay and how many inquiries they make.<\/p>\n\n\n\n

The three principles are not particularly elaborate, but if you practice them consistently, you will definitely see results that make a difference. Start by changing the first sentence of your detailed page from \u201cfunctionality\u201d to \u201cchange.\u201d If you find it daunting to try it on your own, you can practice it together in the marketing training at MicroSolutions.<\/p>","protected":false},"excerpt":{"rendered":"

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