There are a lot of powerful words in the English language. Words like LOVE and HATE, EXCLUSIVE, PROMISE and FREE. These words can help you spice up your marketing and, more importantly, help your marketing message stand out. But there is one word that is more powerful than any other. A word that your marketing must include.
That word is YOU.
How can three little letters have so much power? Because potential customers don’t want to hear about you. They want to hear about themselves. More specifically, they want to hear about how you help them. Copywriting that is customer-centric is more compelling and emotive because it shows the reader that you understand them and that’s a strong way to begin a business relationship.
Flip it around.
One of the easiest ways to turn your marketing copywriting around is make sure you’re using the word “you” (and all its forms) a lot more than you use words like “we”, “our”, or “I”. Each time you see a we-word, put yourself in your reader’s shoes and tell them what they get out of your awesomeness. For example, your marketing copywriting might say something like:
“We respond to all enquiries within 3 hours.”
To change this sentence to use the power word, you could say something like:
“You will never wait longer than 3 hours for a call back.”
It’s that simple.
Same sentiment, different focus. Another option is to add an explanation to your we-sentence telling your reader what they get out of the point you are making. For example:
“We are committed to great customer service.”
“Our commitment to great customer service means you will never wait longer than 3 hours for a call back.”
So ditch all the we-words in your marketing and make sure your prospective customers know it’s all about them.