You know how some articles, adverts, and emails draw you in and keep you reading? They seem to talk to you and you alone.
My first job in marketing was standing in as Marketing Manager when 2 out of a department of 3 people went on maternity leave in the sales office I worked in in Milan, Italy. I was given just one piece of advice by my manager …
….“Make sure you use ‘you’ in every paragraph you write”.
It sounds simple, maybe too obvious but the use of ‘you’ in a piece of sales or marketing copy is one of the most effective ways to get your copy read and acted on.
There’s nothing as fascinating to us as our own interests, desires, ambitions, goals, yearnings and emotions. So as long as your copy addresses those things for your prospect, it is guaranteed to carry them along in a rapt, engrossed state of introspection.
That, in a nutshell, is the essence of Trusted Selling – putting your customers’ needs first so that they will trust you and want to buy from you.
Take a look at the copy on your website and make sure it is using “you” and you are speaking directly to your prospect about their interests, desires, goals and emotions. And less about yourself.