Similar people say as the changes in technology are rapid, but not as fast, words in copywriting, direct marketing, mail, and lead generating, fade, and flow in popularity. Some come and go, while others are constants for the immediate future, which is also shrinking. Such words remain constant for a reason–they never lose their effectiveness. Next time when you develop a copy for a direct marketing and advertising promotion, keep in mind
the following staples in direct marketing vocabulary.
YOU!
A few old geezers in your past, probably taught you this first word you learn in copywriting. While writing copy for advertising, direct marketing, mail, sales, and so forth, you appear close and personal with your reader, referring to them as you. You speak to them one person at a time about features and benefits, interests, ambitions, and desires.
Versus WE
Like for instance, how many times the word “we,” “us” or “our” appear in direct marketing and sales copywriting, rather than “you.” If you are using these words, they draw away the attention from the reader’s need to you as a
seller. Still, when using the word “you,” the message catches the eye directly toward the prospects and customers.
I reassure the folks reading the copy they are important that YOU understand their needs, wants and desires. Altogether, a copywriter’s first aim is to get the copy read. How to use the word “you” grabs the reader’s attention, which is more than likely will attract people to make a purchase.
Copywriters use the effective “you get,” copy focused on the “you.” Right now, your offer is “You get two of these, and you get four,” never, “We give two of these and four of those.”
Test drive the “you” on your next copy for marketing and sales prospecting. Believe me, this can make a difference for you.
