The Power of You... the word

Personally, I get bored with certain words. They’re used so much they lose their meaning. Words that once were terrific nasty words are long forgotten. The impact diminished from constant repetition.

(Picture: In 1998 I was allowed to teach one class at the Polytechnic University of Havana, Cuba on a fantasy for them... How to Start a Business. Had some fun at the fort afterward.)

But certain words ignore my boredom and are still exceptionally effective words. Certainly FREE fits in that category. By now you’d think everyone knows there is no such thing as a free lunch, but put “free” in a headline and everyone’s head turns. Rich or poor, free is good.

Another word we never tire of is “you.” No matter how often it is used, we still believe it is us they are talking about when they say “you.”

Therefore... yes, it’s painfully obvious. The word YOU is critical to your success.

Today I’ll examine one place you make a difference. Next time I’ll discuss web sites. But first, salesmanship in print and especially letters. In letters, be they advertising direct mail letters, business correspondence, emails, etc. the first words of the first sentence ought to be YOU.

A tip on writing any letter is to think about the product or purpose or goal of the letter, think about the person to whom you are writing and then start writing. Do NOT worry about the length, grammar, structure, syntax, or anything else but letting your writing flow. Make it “breathless writing.” Make it so you’re out of breath trying to keep up with the ideas so that the reader with be out of breath trying to keep up with such great thoughts.

Now that you’ve done that, look at your first paragraph. I’ll bet you dollars to donuts that your first sentence is about you, or your event or your desires. In all likelihood you’re still pawing the ground in the second and third paragraphs. Finally, in the fourth paragraph there is something about your audience and how something is going to benefit them.

Take that fourth paragraph and move it to the front. Now, begin that sentence with the word, you. “You were in my thoughts today.”
“You must have some great friends because they told me ab out you.”
“You deserve a break today...”

Follow that up with other ways this person is going to be better off after reading this than they were before getting your message. From there, let it flow so it is all about them. Who you are, what your product is, when your event is doesn’t matter except as it relates to your customer getting the benefits you just told them about.

And keep it from being an advertisement. The closer it is to what you’d say to your mother, the better chance you have of the person actually reading the letter. We’re bombarded with messages. Personal notes get through. Ads are trashed.

Here’s a quick example of a proposed email to be sent by Classical Singer to members of an organization to give them a free subscription in hopes that later they’ll sign up for a premium membership:

Dear XXXX, Welcome to the Classical Singer Community! *****organization*** and Classical Singer have joined together in efforts to reach more singers and teachers than ever before. For more than 50 years, ****org*** has been THE resource for teachers. And for more than 20 years, Classical Singer has been the singer's source for career and life. Now, working together, we are dedicated to helping teachers and singers of all ages and levels in their educational and professional pursuits. Because of your ***org*** membership, you will receive monthly issues of Classical Singer magazine for a year at no cost to you. This letter accompanies the first of 12 months of the magazine you will receive.

Who is this about? It’s about Classical Singer and what they do. Why should I read on? What’s in it for me?

Now look at the rewrite that worked like dynamite:
Dear XXXX, You deserve up-to-the-minute Audition notices. You deserve access to vital career advice from industry experts and stars. You deserve crucial health and vocal technique information. You deserve more for your Singing and Teaching. And Classical Singer magazine is dedicated to providing this and much more for you.

Who is this about...? Just you.
Some writers get the idea that many people constitute their audience and say, “Many of you...” You’ve just lost the audience’s fantasy that you’re actually addressing that person and that person alone. Never say “many of you” or words to that effect. Write to one person only.

More on this in another blog. Until next time. Enjoy the hunt for it’s more about the adventure than the destination.

Marketing tip of the day: No one cares what your product IS, they only care what it DOES for them.