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We all know that this is a common mistake that sales people and Internet Marketers make, but it bears repeating as a reminder.

Fine, it is relatively common to add human interest by telling a story about yourself or your product in your copy and that’s great, but be careful that you do not use ‘I’ too often and forget to use ‘you’.

The bottom line is that your readers do not care about you – naturally enough they care about themselves. This is not to say that they are necessarily being selfish but we are all conditioned to think about ourselves before we think of others. So, you must be focusing on what your product or service can do for your reader, and making sure that you tell them in the clearest and simplest way possible.

You should not say:
‘I have discovered a secret formula…’

When using this would work so much better:
‘You will discover this secret formula…’

The second one is much more powerful because you are telling them what they can get from it, and making sure that it is addressed directly to your reader or listener

Some copy writers even go as far as to analyze their own writings to make certain that the word ‘you’ is the one that is used most in their writing.

A tip is to write your copy as you would normally do and then go through it trying to replace as many ‘I’s’ with ‘you’s’ as you can in as natural manner as possible. This will help your conversions immensely.

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