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