Every copywriter's secret weapon

Join the Doris and Bertie Writing School at training.doris... - and get unlimited access to hundreds of exclusive videos, templates and cheat sheets - with the following courses:
Writing with Confidence: Writing Beginner to Writing Pro
Email Etiquette: Write More Effective Emails at Work
Complete Punctuation: Novice to Pro
Proofread Like a Pro
Report Writing Made Simple
Business Writing for Busy People
Freelance Copywriting: How to Succeed as an Elite Copywriter
Remote Working: How to Succeed In The New Workplace
Sentence Surgery: How to Polish to Perfection
Get your free copy of my ebook 200 Writing Tips when you subscribe to my newsletter: www.dorisandbe...
...........................................................................
Here’s a quick tip for creating a stronger connection with your reader. Use every professional copywriter’s secret weapon.
It’s the word every reader wants to hear: 'you'.
‘You’ makes your writing sound direct, friendly and warm.
For example, when you’re buying something in a shop, the assistant doesn’t say to you:
“Would the customer prefer to pay by cash or credit card?”
Instead, they’ll say:
“Would you prefer to pay by cash or credit card?”
For greater impact, take the same approach with your writing. Again, ask yourself which is more conversational and direct.
“Clients may download the document from our website.” Or
“You can download the document from our website.”
“Candidates are requested to return a completed application form to us by 10 December.” Or
“Please return your completed application form to us by 10 December.”
So next time you’re writing something, see if you can warm things up a bit by incorporating a few more yous.
I’m Dr Clare Lynch of Doris and Bertie. Subscribe to the channel for more quick writing tips.

[@RunOs3]

You, are an awesome teacher, Dr. Lynch.

[@debbiebelair6328]

She sure is!

[@Farooqueakhan]

❤ both, ur style as well as content, 👍👍

[@elmondo033057]

I agree with "you" being the most important word. I've written copy describing a problem a 3rd person is having in life and how product xyz solved the problem. About half way through the sales letter, I'll switch from talking about the other person to saying the word "you" in the copy. You kinda have to make the transition subtly, but you have to put the problem and the solution into the shoes of the prospect you're writing to. Anyway, great video, Clare! Thanks so much for sharing!

[@DrClareLynch]

Thanks, Mark.

[@mark3249]

You opened my eyes to a new trick.

[@DrClareLynch]

Thanks, Mark - glad it was useful!

[@debbiebelair6328]

I also like your podcast.

[@DrClareLynch]

Thanks, Debbie! (www.dorisandbertie.com/podcast)

[@cristinasilva3564]

👍👍👍👍