I can easily remember the classic scene with Robert De Niro asking himself in the mirror who he is talking to while waving a gun in the air. “Taxi Driver” has become one of his masterpieces and still has plenty of fans, although it has been released in 1976. When it comes to copywriting, the problem is that plenty of texts are not necessarily talking to you. In the best case, they might be talking in your direction. The difference is huge because the writer tends to represent the focal point of the respective piece of text. So who cares about the copywriter? From a reader’s point of view, the copywriter is the last individual to think about.
There is one simple way to ensure that the reader feels like you are actually talking to them. You just have to thee and thou them. Use “you” as often as possible. Therefore, if you are not sure who this industry is about, you should know that it is about you as a reader and not as a copywriter. Magnet – a popular kitchen furniture manufacturer – has used a simple idea that took the reader closer.
“Magnet can create unique kitchens like yourself only by knowing you, your wishes, needs and aspirations.”
In the whole paragraph, the big word is used in 10% of the total number of words. As for the reference to Magnet, there are not more than three references. This is the perfect reader and writer ratio. The reason wherefore this technique is so useful is the fact that the text is talking about the readers – it describes their concerns, motivations and problems. This is like going to a party and talking to someone, only to end up with a lot of questions about you. You always feel good around these people because they give you the chance to talk about yourself.
On the other hand, if you exaggerate with such things, your text will soon become impersonal and boring. Your readers should not feel like reading promotional materials or emails, so make the text relevant. Whenever I read an ad about my exaggerated needs, it is far from drawing my positive attention, so I just ignore it. Finally, remember that the more you insist on yourself, the closer you are to losing your readers.
Who is copywriting about?
When you write a text, try to imagine not more than a single reader in front of you. You write for that one and only individual. You are not writing for a guest, a target or an audience. Therefore, try to establish a connection that will lead to a sale.
Other than that, it might be a good idea to maintain a balance between the pronouns. Use “you” about three times more than “I”. This magic ratio will guarantee that the text is more about the reader and not necessarily about yourself. These things will keep the interest at the highest standards.