Do you know the magic word?

Do you know the most important word in any piece of copywriting?

You probably use this word all the time anyway, perhaps without even realising it. In which case, you can make your writing all the more effective by using it more, and using it with purpose.

Do you know what the word is yet?

You do?

Good, because it really is a magical kind of word for a copywriter, one that you really can’t use too often. The really wonderful thing about the word ‘you’ is the way it makes you change the way you write. And it changes what you write about.

Instead of writing “I” this, “we” that, with the focus on yourself, your company, your product or service, it forces you to start writing about the reader, about the customer and what they might be interested in.

It makes you write about the benefits of a product or service (“this is what it can do for you,”) rather then the features. (“Our company does this. Our product does that.”)

As a blogger, it makes you focus on what your readership can take from a piece, the value you can give them. It makes you think about how your readers can act on the information you are giving them.

So next time you’re struggling with how to write something, try using the word ‘you’ as often as possible. It really does sprinkle a little magic on everything you write.

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Tagged as: copy, Copywriting, Writing