March 25, 2017

It’s all about you

Write about the reader, not about us and our stuff

It’s the most retweeted word in the English language, according to viral marketing scientist Dan Zarrella: You.

It's all about you

Put the reader first “People spend 99% of the time thinking about themselves. Actually, that’s probably a little low,” says Liam Scott, Toronto-based speechwriter. Image by Marcy Leigh

And no wonder. Starting your message with “you” pushes the benefits to the front of the sentence and focuses your message on the reader’s favorite subject.

In fact, we’ve known that you was a writing power tool since 1934. That’s the year Ralph Tyler and Edgar Dale had adults read passages about personal health taken from newspapers, magazines, textbooks and children’s health books. Then they gave the readers multiple-choice tests about what they’d read.

Here’s what they found …

Read full article >

“It’s not ‘who, what, when, where, why and how,’ it’s ‘YOU, what, when, where, why and how.’”
— Anita Allen, communicator at Sabre Travel Solutions

Better you than me

To reach readers, write to and about your readers

It’s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic. The topic is never the topic.

The reader is always the topic.

Better you than me

Stop WeWeing on your audience To move readers to act, write about your readers’ favorite subject. Image by Shawn Rossi

If you want to reach readers, you need to write to and about your readers, not about “us and our stuff.”

Learn how at Catch Your Readers — a two-day tight-writing Master Class on April 20-21 in Atlanta and June 28-29 in San Diego. There, you’ll master a four-step process for making your message more relevant, valuable and rewarding to your audience. Specifically, you’ll learn:

Specifically, you’ll discover:

  • The two rewards that boost audience interest in your message
  • The formula people use to determine which messages to pay attention to (and which to ignore)
  • How to focus your message on the value to the audience with a two-minute perspective shift

Our Catch Your Readers Master Classes consistently sell out. You can save up to $300 with our early bird, member and group discounts, but only if you act fast. Our early bird deadline is April 27. Don’t miss out. Register now.

Register now

“Other writing coaches tell you what to do. Ann shows you how.”
— Roberta Laughlin, vice president, Mutual Funds Marketing, Northern Trust

Polish your skills at our 2016 Master Classes

Learn to Catch Your Readers, Get Clicked, Cut Through the Clutter and more

Register for persuasive writing workshop in Atlanta on April 20-21
Register for tight writing workshop in Chicago on May 11-12

Register for writing workshop in San Diego on June 28-29
Register for PR writing workshop in Portland on July 27-28

Register for Online writing workshop in New York on Sept. 28-29
Register for writing workshop in Houston on Nov. 2-3
Rather bring Ann in to train your whole team?
Contact Ann directly.

Catch Ann on the road

Save when you book a workshop while I’m in your neighborhood

Ask about piggybacking on my upcoming engagements in:

  • Atlanta: April 20-21
  • Chicago: May 11-12
  • Houston: Nov. 2-3
  • New Orleans: June 6-8
  • New York: Sept. 28-29
  • Portland: July 27-28
  • Raleigh, North Carolina: May 3-4
  • San Diego: June 28-29

Keep up with my calendar.