Plain and simple, your business writing is not about you. This is by far the most important axiom of any copywriter. The reason? Because you’re selling to other people and therefore what they need and want is much more important than you.
Now that you’ve researched your ideal customer’s pain points and buying journey, it’s time to build your marketing so it meets your prospects along the way. That means anticipating their questions and answering them exactly where they need to be met.