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. Continue reading