Most marketing experts will tell you that they go to great lengths to try to draw the prospect into a sales pitch. If he remains on the "outside," so to speak, he will not be affected by or overcome with the emotion, motivation and sense of urgency that marketers try to build into their sales presentation.
One of the many and best ways marketers draw prospects into the sales dialogue is to use the word "You" often in their content so the reader begins to feel like the message is directed right at him personally.
"You will receive these benefits when you buy the product..."
"You will save time and money when you sign up for our service..."
"You will look ten years younger and you will have more energy than you ever dreamed possible..."
"Imagine what you will feel like when you cruise into town in your new convertible..."
"You can kiss your money worries goodbye when you learn our investing secrets..."
There's something else very powerful about the word "you." Believe it or not, many folks get very little recognition and acknowledgement in their daily lives. No one "strokes" them, flatters them, or praises them. They are not used to seeing their name in print.
All of a sudden, here comes a sales letter with a big "You" in the headline and lots of other "you's" throughout the copy. To some people, it's like seeing their own name printed in a flattering gossip column. All eyes are on "you" and the copy is talking all about you and how great you will feel and how beautiful you will look simply by purchasing this wonder cream before midnight tonight.
You, in these instances, suddenly changes from the generic pronoun to a very specific and real individual - You! It's no longer describing a faceless John Doe. You refers to the actual reader, Alexander Sirkeckovic, or whatever your name is.
Good copywriters understand how to engage their readers in the dialogue. Every question they ask is aimed at getting the reader to answer, even if only in the mind. Every benefit they mention and every dream they describe is directed at the mind of the reader.
The narrator wants you to imagine yourself on the beach relaxing to the sound of the waves lapping at your toes. He wants you to visualize yourself 50 pounds leaner and able to jog up and down the hills without tiring. His job is to force you to feel the security of having a million dollars in the bank, or the pride of sparkling white teeth that everyone at the party notices.
You are the target of the sales message and if the copywriter is good, you will have a hard time keeping yourself out of the dialogue.
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