How to Get Rid of the "Me-We" LanguageDon't go into copy writing unless you are ready to accept this simple and fundamental truth of commercial copy: The customers are not interested in you. They are interested in themselves. Repeat: it's NOT about you. It's about THEM. It's not your interests that the consumers are after. They are after THEIR own interests. That's how it was back in ancient Mesopotamia, five or six thousand years ago… And that's how it is today, in the year 2009 as these lines are written… It's a "what's in it for me?" world and that's what all successful copy caters to. I know this is not a comfortable thing to accept since we all want to be loved and pampered to no end. But that kind of acceptance is a must to clear away the psychological obstacles standing in between you and your success as a commercial copy writer. Once you except this multi-thousand year old basic premise, the next step you should take floats to the surface on its own, like the lotus of truth: Never talk about "me," "mine," "us," "we," "our," etc. in your commercial copy. ALWAYS talk about "you" and "your." Related to that, find ways in which you can present an expenditure as an INVESTMENT that the customer makes for his or her own good, or future. Every word you write must drive home the message that you are inviting the customer to do something that would end up benefitting him or her. That's the key to all successful copy, whether you’re selling something, raising money or awareness for a cause, or trying to sign up more members and donors for your organization. Here is an example to WRONG copy, taken from a Newsletter published by a City Rescue Squad: Polite Subliminal Response 1: "Why?" Do you follow how it's all about "we" and "us"? Subliminal Response: "Who says so?" This is how this copy could've been saved: by replacing as many we's with you's as possible… For example: NEW TEXT: "Thanks to the generous contributions of individuals like you the [….] Neighborhood enjoyed the following services, brought to you over the last year free of charge: 1. We invite you to continue to invest in the secure delivery of these vital services. Who knows who will need them next? It could be you or a loved one… In the middle of the day or night… Please fill in the tax-deductible donation form enclosed or call your Squad Volunteer at 800-555-1212 now!" When writing commercial copy eliminate the "me-we" language. Check your ego. The check you receive at the end will be worth the effort and the discipline. Have a Great Tip, Photo or Comment About This Topic?Do you have a great tip or photo about this? Something that you believe we should read or see? Contribute and share it today! |