In our previous post, we started a series of 14 copywriting tips for making sure your advertising copy works.  Here’s the next core concept that you need to keep in mind as you are writing your marketing copy.

Number two: Write from the ‘you’ perspective not the ‘I’ or ‘ we’ perspective. It's-not-all-about-us

We see so many ads, flyers, even logos and taglines that say something like, “We build the most durable.”  I can almost hear prospects say, “That’s nice but what does that have to do with me?”  (Remember last week’s Benefits vs. Features post.)

Instead, get them to start thinking about what you offer as theirs as soon as possible, and as often as possible.   Say, “You will benefit greatly from the extraordinary durability.”  Now that’s something they can latch onto and understand in personal terms.