In Susan Gunelius’ post on
10 Steps to Effective Copywriting,
she reminds marketers
to focus on ‘you’,
rather than ‘we.’
“Remember, writing in the second person
helps your audience quickly connect the points in your copy
to their own lives and
allows them to personalize
the advertisement or marketing piece.
This is how the ad is connected
to an individual customer’s own life.”
Using ‘you’ in copywriting
is difficult for most corporate folks.
We’re trained from entry to use ‘we’
in every communication.
It is part of team building.
But that is the corporate environment.
Selling is different.
The customer doesn’t care about your team.
They care about themselves.
Use ‘you.’