You are Most Important

This week's ezine by Marcia Yudkin totally echoed what I've been saying for years. See her take on it below.

               ** The Marketing Minute **
    brought to you every Wednesday by Marcia Yudkin
       Marketing Consultant, Author, Speaker
         http://www.yudkin.com/marketing.htm
            http://www.pressreleasehelp.com
              http://www.namedatlast.com
               mailto:marcia@yudkin.com

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Go count the number of instances of "I" or "we" versus the
number of "you"s in your home page, brochure or sales piece. 
If you find a preponderance of first-person pronouns, call
Rewrite, because your pitch is jinxed.

"You" holds the most interest for the reader.  Faced with
"I" or "we" - or "he," "she" or "they" - typical readers
think, "So what?  What about me?"

People looking for a quick, reliable printer, for instance,
don't care when you tell them proudly, "We have an award-
winning, state-of-the-art plant.  Our mission is..."

Transforming self-absorbed copy into customer-focused text
forces you to add clarity and pep:

"Your printing is done overnight, done right - guaranteed."

While "you" almost always packs more power than "we" or "I,"
take pains to aim your "you" properly.  I've recently seen
copy written as if wealthy homeowners are mowing their own
grass or bank executives counting bills at the teller
window.  In those cases, the "you" should be something along
the lines of "your staff."

Define carefully your "you."  Then and only then, pursue.

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MEDIOCRE MARKETING COPY NEEDED:  Find out if you're eligible
for a no-cost marketing makeover.  For my upcoming six-week
course on no-hype copywriting, we need more raw materials
for participants to practice on.  If you have a web page,
brochure, postcard or sales letter that is not delivering
results or that you know is weak or confusing, submit it by
Friday, March 16 for consideration.

Read the conditions of this offer here:
http://www.yudkin.com/copywritingcourse.htm

Learn more about the upcoming one-time-only course on writing
on-target, punchy, persuasive marketing copy:
http://www.yudkin.com/copycourse.htm

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If you enjoy The Marketing Minute, please forward it to
friends and colleagues.  It comes to you every Wednesday
from publicity and marketing consultant Marcia
Yudkin, author of Web Site Marketing Makeover and
10 other books.  P.O. Box 305, Goshen, MA 01032.

         http://www.yudkin.com/marketing.htm

For a free weekly marketing tip, subscribe: 
http://www.yudkin.com/markmin.htm

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Until next time, 
Paulette - thinking of YOU!
www.tipsbooklets.com