I’m almost ashamed to say what I’m about to say, b’cause it’s so damn basic and obvious (or should be) you’d assume everyone already knows it.
If they do know it, they most certainly don’t do it.
All your copy should be littered with it.
You’re going to roll your eyes when I say it.
The last 3 sentences I just wrote… had 3 separate variations of it.
What am I on about?
Only the most powerful word in marketing communication.
It’s not the word FREE.
It is, in fact… YOU… YOUR and YOU’RE.
You knew that already, right?
Test that you do.
Go right now to a decent piece of copy that exists to get a direct response out of the person reading it.
Does the word YOU (and its variations) outnumber the word WE (and its variations) by at least 3 – 1?
Obvious as this is, rarely do marketers pay attention to this.
Reading a sales page earlier I noticed the words WE, WE’RE and I — were used far, far… FAR too much in the copy.
And by the by, the copy was written by a moderately successful marketer. A person who should know better.
This is the problem for people who write their own copy, but fail to study copywriting.
Good thing is: It’s simple, non-strategic and very straight forward -as-well-as easy to do. Increasing conversions via email, squeeze pages and sales pages can be achieved by just doing this little thing.
If you don’t get it by now. No one gives a damn about you, your promises or your product.
They only care about themselves.
As I say. It’s a very basic thing we should all have at top of mind when writing copy, but in a lot of cases it can be forgotten.
Go check your copy right now.
Count how many YOU’s — vs — WE’s.
Get the balance right. It should always be in the readers favour.
If you haven’t got sales copy. Chances are you need a product.
Go here next to get your funnel building on…
All the best.