What do you think it is? Many experts insist it's the word "you." Why?
When most of us read anything, we're looking for something that interests us. What do we need at that moment? What will we need tomorrow? Why should we bother to read this story?
Self-interest is what motivates us to comb our hair, brush our teeth, and seek that new job promotion. It's what makes us change college majors, change careers, or move to a different city.
Yet many sales letters ? many of which cross my desk ? neglect to personalize the message by using the critical word "you." That's tragic, because "you" is rated one of the English language's most powerful motivators.
A few years ago, it's reported that a major university conducted a study to find the most persuasive words. "You" topped the list, followed by the words money, save, new, and results.
So, how can you work this wonderful word into more of your writing? Here are a few suggestions:
1. Find a way to use the word "you" in the headline. Headlines are reportedly read four times more often than the rest of the story.
2. If your letter doesn't have a headline, can you work "you" into the first sentence?
3. Consider putting the word "you" into each paragraph.
4. Use "you" as a way to convert features into customer benefits. Example: "Our new fabric keeps your shirt looking fresh. And our new spring line offers you five vibrant solid colors."
5. It's said that the second best-read part of a business letter is the P.S. Therefore, you should probably consider using "you" there, too.
Final question: If "you" is the most important word in the English language, should you consider using it more?
Rix Quinn's new book "Words That Stick" offers lots of writing ideas for both students and professionals. You can find it at your local bookstore, or http://www.amazon.com/exec/obidos/ASIN/1580085768/qid/
Rix Quinn's new book "Words That Stick" offers lots of writing ideas for both students and professionals. You can find it at your local bookstore, or http://www.amazon.com/exec/obidos/ASIN /1580085768/qid/
article_text... Read More
article_text... Read More
article_text... Read More
article_text... Read More
article_text... Read More
article_text... Read More
article_text... Read More
I believe that everyone understands that no matter what business you are in- Real Estate, Financial Services, Teaching, Auto Sales any other profession, we are all in the PEOPLE BUSINESS... Read More
Selling With Purpose What is it about selling that makes you afraid? Do you get nervous at the hint of having to sell? Is it the fear of rejection that scares you? Is it the fear of not being able to communicate effectively? Define Your Fear... Read More
Selling "-abilities": Reliability (Part 1 of 4) Most salespeople love to talk about their "-abilities": Reliability, Upgradeability, Compatibility and Expandability... Read More
In the last article I talked about different strategies for selling the 'reliability' aspect of your software or hardware... Read More
Knowing what to do when meeting a prospective client forlunch, or going to lunch with the boss or colleague can beconfusing at times... Read More
JOHN DI LEMME on "I Am A Habit"H-A-B-I-T... Read More
John Di Lemme on "Miracles are your responsibility"Miracles are your responsibility! What does that mean? Simple... Read More