The One Word Every Prospect Craves

Summary: It's arguably the most important word in the copywriter's arsenal. It ranks right at the top with words like "free," "new" and "savings." Do you know what it is?

It's arguably the most important word in the copywriter's arsenal. It ranks right at the top with words like "free," "new" and "savings." I'm talking about "you." "You" is the word that gets your prospect's attention and keeps them involved. As Herschell Gordon Lewis says in The Art of Writing Copy, "Unless the reader regards himself as the target of your message, benefit can't exist. Benefit demands a 'We/You' relationship." While the "We" in the "We/You" relationship is important, it's better implied than communicated literally. If your goal is to put prospects first, then it's best to have the "you's" far exceed the "we's." It's the "you's" that matter to prospects. They're your workhorse for communicating your message and include all derivatives such as "your," "yours," "yourself," "you're," and "you'll." Powerful 'You' What makes "you" so powerful? For one thing, it addresses your readers directly. In effect, it says "Hey you," which is much harder to ignore than "Hey somebody." Say "Hey you" in a crowded room and a lot of heads will turn. Say "Hey somebody" and a few heads might turn. While your copy won't actually say "Hey you," it can clearly identify to whom you're talking. Once you have your audience's attention, use "you" to help keep it. Personal 'You' Why does "you" get and hold attention? For one thing, it's personal. It's used in personal conversation every day. What do you think? How was your weekend? You'll be glad to know