Its arguably the most important word in the copywriter’s arsenal. It ranks right at the top with words like “free,” “new” and “savings.”
Im talking about “you.”
“You” is the word that gets your prospects attention and keeps them involved. As Herschell Gordon Lewis says in The Art of Writing Copy, “Unless the reader regards himself as the target of your message, benefit cant exist. Benefit demands a We/You relationship.”
While the “We” in the “We/You” relationship is important, its better implied than communicated literally. If your goal is to put prospects first, then its best to have the “yous” far exceed the “wes.”
Its the “yous” that matter to prospects. Theyre your workhorse for communicating your message and include all derivatives such as “your,” “yours,” “yourself,” “youre,” and “youll.”
Powerful You
What makes “you” so powerful? For one thing, it addresses your readers directly. In effect, it says “Hey...
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