The One Word Every Prospect Craves
Below is a MRR and PLR article in category Writing Speaking -> subcategory Copywriting.
The One Word Every Prospect Craves
Summary
In copywriting, one word stands out as essential?"ranking alongside "free," "new," and "savings." Can you guess what it is?The Powerful Word: "You"
In the realm of copywriting, "you" is a vital tool. It ranks right up there with impactful words like "free," "new," and "savings."Herschell Gordon Lewis, in The Art of Writing Copy, notes that "you" is crucial for capturing a prospect’s attention. He highlights that benefit derives from a "We/You" relationship. While "We" is important, it's best implied. Prioritizing "you" in your copy will resonate more with potential customers.
The Impactful "You"
Why is "you" so effective? It directly engages readers, making the message personal and relevant. Just as "Hey you" turns heads in a crowd, addressing your audience directly keeps them engaged.Ensure your copy clearly identifies the audience. Once you capture attention, maintain it using "you" and its derivatives like "your," "yours," "yourself," "you're," and "you'll."
The Personal Touch
"You" holds attention because it mirrors everyday conversation. Questions like "What do you think?" or "How was your weekend?" invite personal engagement. They express interest in opinions and activities, which can be powerful in writing.Craft your copy to be direct and conversational, with the reader's interests at heart, and "you" will naturally shine.
The Effective Usage of "You"
Take inspiration from "The Do-It-Yourself Direct Mail Handbook" by Murray Raphel and Ken Erdman. They showcased a "Newsweek" subscription letter by Ed McLean that used "you" nearly 30 times on the first page. Over 100 million copies of this letter were mailed, proving its success.To refine your copy, count the "yous" compared to "wes" and rework if necessary. Ensure "you" statements outnumber the "we" statements.
Avoiding Overuse
While "you" is powerful, overusing it without offering real benefits can make your message seem insincere. "You" should enhance the message by highlighting tangible advantages for the audience.Remember, "you" alone won't save ineffective copy. However, it can significantly boost a well-crafted message.
(c) 2005 Neil Sagebiel
You can find the original non-AI version of this article here: The One Word Every Prospect Craves.
You can browse and read all the articles for free. If you want to use them and get PLR and MRR rights, you need to buy the pack. Learn more about this pack of over 100 000 MRR and PLR articles.