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The Power Of You by Wayne Parker
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The Power Of You |
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Education
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No, not you, readers. The other you. Your potential clients and customers. Pay attention, because this is one of the first things copywriters learn and it's an important lesson. There's a good chance you talk about yourself a lot in your copy. It's natural. You want to prove that you're the right choice, that you're the best. Don't do it. At least not at the beginning of the copy. When you write copy, talk to your readers and speak to their needs, their concerns. Use the word "you" a lot in your copy. Compare these two examples: Welcome to Acme Guitar Store Acme Guitar Store is the leading guitar store in eastern Massachusetts. We offer the finest instruments at excellent prices. We also offer guitar lessons for adults and children. . . This copy is all about Acme Guitar Store. What's wrong with that? Persuasive copy isn't about the company, it's about the reader. Here's a possible alternative (of course, I get to make up all the good stuff about this store, since I made up the store): You'll get the lowest prices on Martin & Taylor acoustic guitars at Acme Guitar Store, guaranteed! Got your eyes on a Taylor? Been dreaming of playing that gorgeous Martin? Your dreams are about to come true. We've got the lowest prices on the finest names in acoustic guitars, and we guarantee it. If you find the same guitar for less, within a year of purchase, we'll refund the difference. . . Can you see the difference? The second one was about the reader. And it emphasized the benefits to the reader (actually, I doubt any guitar store could really offer this - but hey, I can dream, right?). Remember, the use of the word "you" is just an easy way to do the more important work of thinking about what your ideal clients' needs are and letting them know that you care and that you can address those needs. Once you've got their attention, you can talk about yourself, and why you're the ideal person to meet their needs. But continue to write from their perspective. Are readers selfish? Some copywriters convey this concept by saying that readers are selfish. I hate that view. They're not selfish. They probably care about a million things. Just not you. You're a stranger to them. So here's a better way to look at it, in my opinion, and one that will serve you well: This technique encourages you to truly care about the needs of your customers and clients. Keep that in mind when you use the technique. Put the technique into practice Take a look at your marketing materials. How much do you talk about yourself and how much do you talk about your readers' needs? How often do you use the word "you," especially at the beginning of your copy? Consider changing your copy to reflect this new concept. Have fun and best of luck. buy custom strategic planning essay
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