What would you rather read about in this space: our company’s most recent accomplishments, that shiny new plaque I just accepted at our industry’s annual conference, and the new headquarters we just built? Or would you prefer to spend your valuable time reading something that’s about you and your needs; an article that will help you get ahead or improve your company’s marketing?
Because you’re a human being with natural human tendencies you want content that’s directed at you. Right?
Once you understand that about yourself, it’s easy to see that your customers and prospects are more interested in sales and marketing materials that appeal to their specific needs; content that will help them see how your product or service will solve their problems and ease their pains.
So, when you’re writing copy for your website, your next print campaign or even a customer service letter, use pronouns that are directed at your audience. When you change the focus from “we” and “us” to “you” and “your”, customers will find it much easier to see the benefits they’ll reap from doing business with you.