The first paragraph of an article is often the most important, as it sets the tone and grabs the reader's attention. In this case, we're discussing a common marketing blunder that's all too prevalent: the overuse of self-referential language. Whether it's in newspapers, online, or in company brochures, the word 'YOU' is often conspicuously absent. This self-obsession can be off-putting to potential customers, who are more interested in how a product or service can benefit them, rather than the company's achievements or credentials.
It's not uncommon to come across marketing materials that are filled with self-referential language. Phrases like "We have been in business for 10 years," "I am certified in three different areas," or "We serve clients in the Los Angeles area" are all too common. The problem with this approach is that it fails to address the needs and desires of the potential customer. Instead, it focuses on the company or individual, which can come across as self-serving and uninterested in the customer's needs.
While it's not practical to completely eliminate self-referential language, the word 'YOU' should be used far more frequently. For every mention of 'us', 'we', or 'my company', the word 'YOU' should appear five or six times. This shifts the focus from the company to the customer, making the marketing message more appealing and relevant.
Here are some examples of how to shift from a 'ME' mentality to a 'YOU' attitude:
This approach makes the message more customer-centric and engaging.
When crafting a sales letter, website copy, or email, it's crucial to put yourself in the shoes of the reader. The question "What's In It For Me?" should be at the forefront of your mind. This is a fundamental principle in sales, often referred to as 'WII FM' (What's in it for me?). If you're not consistently telling the reader what's in it for them, they're unlikely to engage with your content.
To improve your copy, try this exercise: after writing, go back and highlight each instance of 'I', 'we', 'our', and 'us'. Then, re-write each sentence with a 'you' attitude. This will help you focus on the benefits the customer will receive, rather than on your company or yourself. Remember, customers won't care about you until they know how much you care about them.
By shifting the focus from 'us' to 'you', you can create more engaging, effective marketing materials that resonate with your audience. This approach shows that you care about your customers' needs and are committed to providing them with value.
Grasping the Fundamentals of Effective Advertising
The Los Angeles Times, a Pulitzer Prize-winning newspaper, is delivered to my doorstep daily. However, my interest lies not in the articles, but in the advertisements. I believe there is a wealth of knowledge to be gained from them. Unfortunately, over 90% of the ads in the LA Times are poorly executed. They are either ego-driven, lack a compelling headline or call to action, fail to address the buyer's needs, or attempt to be clever without success. As a copywriter, I firmly believe that the primary objective of advertising is to sell a product or service. This article aims to provide a deeper understanding of the fundamental principles of effective advertising.
Meeting the Needs and Wants of Your Potential Customers
The secret to a successful marketing campaign lies in understanding how your product or service can meet the needs of your potential customers. This may seem like a basic concept, but it is often overlooked by many business owners. Until you understand what your customers need and how you can meet those needs, you cannot plan an effective campaign.
The Power of Positive Relationships in Business Success
The first paragraph of this article serves as a summary, highlighting the importance of maintaining positive relationships in business. It emphasizes the potential pitfalls of damaging these relationships, often referred to as "burning bridges", and the negative impact this can have on a business's reputation, credibility, and overall success. The article also offers strategies for nurturing positive relationships and rebuilding any that may have been damaged in the past.
