We’ve not learned how to sell without feeling pushy.Īnd that’s exactly what this course helps you to do-you learn how to engage and attract your ideal customers, and how to win more business.Īs writers, we don’t want our readers to feel silly. We’ve not learned how to write compelling content. Persuasive writing is probably one of the most precious skills anyone in business can possess.īut at school, we’ve not learned the art of persuasion. For instance, the copy for the Enchanting Copywriting course switches to we to indicate it’s okay if you find writing persuasively hard: The inclusive we indicates that the writer and her readers are in it together. So, sometimes, the inclusive we is a better alternative to you. That’s not the kind of feeling to instill. The word you can stress your readers’ shortcomings too strongly, and make them feel inept and insecure. That’s why a good copywriter understands what’s going on in their readers’ minds. And when readers feel you understand their problems, they’re more likely to believe you can help solve that problem, too. The word you addresses a reader directly, making them feel understood. Struggling to find the right words to sell without feeling sleazy? A sales page is a conversation with readers, too, and you can use the word you to engage your readers throughout your copy-like here at the start of the sales page for the Enchanting Copywriting course:ĭo you ever find yourself staring at a blank sheet? 5 ways to get unstuck and reignite your creativityīut the word you doesn’t need to be limited to bullet points.3 Golden Rules to help you adopt the right mindset to engage your audience.6 tricks to write “How to’s” with flair so you can captivate more readers.In sales copy, the word you is also useful because it forces us to translate features into benefits.įor instance, these are 3 things you’ll learn in my Enchanting Headline Writing course: The latter version using you feels more personal, right? You can start picturing yourself as the client. Sales copy becomes stilted when we refer to our readers, prospects, and clients using the word they.Īt the start of each project, I interview clients so I can write copy in their voice.Īt the start of our project, I’ll interview you so I can write copy in your voice. When not to use the third person (“they”) That’s more important than whether you use the first, second, or third person in your writing. For instance, the opening of this blog post you’re reading right now uses the third person ( she, her) to describe Hannah’s predicament of struggling to connect with her readers.Īs long as readers recognize the problem you sketch in your opening, they’ll feel like you’re addressing them. It turns a monologue into a dialogue, and that’s how I’d like my writing to be.īut like with everything in writing, no strict rule exists. Over time, like most writers, you probably learned to avoid word repetition, and you diligently replaced duplicated words with synonyms or pronouns.īut did you know word repetition can add rhythm to your writing? That it can strengthen your message, and make it more memorable? And that repetition can shape your voice? Whenever you repeated a word in a sentence, there it was: the angry red mark. Remember the red pen of your high school teacher? Here’s an example opening paragraph of a blog post about word repetition: In blog posts, the word you can help strike a conversational tone so you don’t sound like a lecturer nor like a pushy salesman. So, when do you use you, and when do you skip it? Use the second person (“you”) to engage from the start So, for button copy, the first person ( me or my) is more powerful than the second person ( you or your). We also know from A/B tests that button copy like Get my free report often outperforms Get your free report (e.g., this test by Michael Aagaard). How can she feel closer to her readers? The word you is often promoted as a power word …Ī magic word that makes all writing better, more engaging, more powerful, more persuasive.ĭ Bnonn Tennant even argued that you is hypnotic because it’s a placeholder for your name.Īs far as I know there isn’t any proof that the word you is hypnotic, and Gregory Ciotti argues that using people’s name is actually far more powerful than using the word you. What’s their reaction to her writing? Do they feel inspired? Or confused? Do they feel empowered? Or belittled? Hannah’s readers feel distanced and blurry to her. But her writing feels stilted … as if she’s talking into a vast empty space.
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