It’s arguably the maximum crucial phrase in the copywriter’s arsenal. It ranks right at the top with words like "free," "new" and "financial savings."
I’m speaking approximately "you."
"You" is the word that receives your prospect’s attention and continues them involved. As Herschell Gordon Lewis says in The Art of Writing Copy, "Unless the reader regards himself because the goal of your message, gain can’t exist. Benefit demands a ‘We/You’ relationship."
While the "We" in the "We/You" relationship is crucial, it’s higher implied than communicated actually. If your intention is to place possibilities first, then it’s nice to have the "you’s" a long way exceed the "we’s."
It’s the "you’s" that be counted to possibilities. They’re your workhorse for communicating your message and include all derivatives which includes "your," "yours," "yourself," "you’re," and "you’ll."
Powerful ‘You’
What makes "you" so powerful? For one factor, it addresses your readers directly. In impact, it says "Hey you," which is much harder to disregard than "Hey any individual."
Say "Hey you" in a crowded room and a variety of heads will turn. Say "Hey someone" and a few heads would possibly turn.
While your copy received’t surely say "Hey you," it can honestly become aware of to whom you’re talking. Once you have your target audience’s attention, use "you" to assist keep it.
Personal ‘You’
Why does "you" get and maintain attention? For one element, it’s private. It’s utilized in personal verbal exchange every day. What do you observed? How become your weekend? You’ll be satisfied to recognize …
When people say these items to you, they’re sure to get your interest and involvement. After all, they’re inquisitive about your opinion. They’re interested by the things you do. They have something to inform you in order to make you satisfied.
That’s the aim of you-orientated reproduction. Address your audience immediately, in my opinion and in phrases in their pursuits. Be conversational and "you" will pop up in the replica naturally.
Counting ‘You’
It became noted earlier that "you" is a workhorse. A classic instance is contained in "The Do-It-Yourself Direct Mail Handbook" through Murray Raphel and Ken Erdman. They spotlight a "Newsweek" mag subscription letter used for nearly two a long time.
The subscription letter changed into written by means of unsolicited mail expert Ed McLean, who used "you" almost 30 times on the primary page alone. More than 100 million copies of the letter had been mailed, a testomony to its effectiveness.
Try counting the "you’s" (and "you" derivatives) on your replica. Compare them with the number of "we’s" and primary-character derivatives. If the "you’s" don’t outnumber the "we’s," recollect reworking your reproduction.
Excessive ‘You’?
Can you overdo "you"? Yes.
If you load your replica with "you’s" however forget about the benefits, your message could have a phony ring.
"You" can’t save you if there’s nothing meaningful to offer your audience. Likewise, it’s going to assist placed you over the top if there may be.
(c) 2005 Neil Sagebiel