One word always catches the attention of customers. One word always sells. That magic word is you.
It appears on every list of words-that-sell and is one of the ten most frequently spoken and written words in the English language. Everyone recognizes it; everyone responds to it. You, the customer; you, the person this document is written for. When you is missing from a marketing message, a vital connection disappears.
That’s the situation in this message from TopDesign:
“BuildRight tools help create better designs with less training. BuildRight offers a free trial period for determining which tools are useful.”
TopDesign is talking, but who’s listening? Who wants to create designs, who cares about less training, who uses the tools and, above all, who acquires them? The addition of “you” makes that clear:
“BuildRight tools help you and your staff create better designs with less training. Use BuildRight free, for a trial period. Then buy only the tools that you need most.”
You in all its forms, whether explicit (“you need”) or implied (“use,” “buy”), gives your writing the same intimacy as a face-to-face conversation. If you were talking to a customer face-to-face, you would speak the word you often, from “how can I help you?” to “do you want to pay by cash or credit card?” Why deny your online and print customers that same courtesy? When customers hear you talking to them, they listen.
Another way to get the you into your marketing content is to feature photos and success stories about customers who are similar to the customers you want to attract. In this case the you is “someone we helped with the same problem you have” or “someone who faced the same concerns you have about our products and services.”
Just make sure that you are always defining you the same way. For example, if designers, trainers, and buyers are usually three different people, then TopDesign should make sure their marketing content clearly distinguishes one from the other. On a website, that might require three separate web pages.
If you are ready to put more you into your marketing content, contact TWP Marketing & Technical Communications. We’ll help you connect with your customers online and in print.