There’s no doubt about it, the word “you” used in advertising and copywriting can make you more money. I have been studying persuasive words that can lead to increased sales and this word is by far one of the easiest to incorporate into your next sales/marketing/presentation copy. I have tested this theory out with sales copy for call-to-actions (CTA’s) and trust me, “YOU” does work.
Generally speaking, most business sell something to an end user. Whether it’s a service or product, whether it’s business-to-consumer (B2C) or business-to-business (B2B), there’s some kind of root sales strategy involved. Within the the sales strategy, you may or may not be currently outlining the benefits to the end user.
Since you are selling to someone, why not tell them directly by saying “you.” It’s the same concept behind the placement of CTA’s above-the-fold, and guiding a user down the ultimate path you want them to take towards conversion. You want to make your messsages to the end user as blatently clear as possible so there’s little confusion or in this case, optimial use of the consumer’s time.
Key examples include situations where you describe how your product/service can make life easier, better, faster, build revenue streams, etc.
Before: Karma, Co. can help boost sales figures.
After: You will have increased sales.
Before: Karma, Co. will deliver results.
After: You will results backed with tangible proof.
Before: Karma, Co. can help you simplify your work flow.
After: You can simplify and take control of your life now.
For the web, my theory is that if you can get a prospective customer to your website, why not do everything you can to make the user’s life easier. Web users are inherently lazy, don’t rely on them to “get it” or understand your messaging. If you can drive someone to your website, it imperative that you deploy every strategy possible to make the sale because it chances are, user’s do not buy unless you tell them to.
Be sure to keep this strategy in mind when you are writing new copy. Or better yet, look at your exiting material and see how you can incorporate this idea right now and then measure the difference between the before and after.