​And this word is - drum-rolls, please - YOU. 

Yes, this tiny three letters words is a major game-changer. A lot of businesses make a huge mistake by addressing all their customers at once.

I’m sure you have read more than once in web copies or newsletters phrases like these: many of our followers, some of the brand’s customers, a lot of my clients and dadadadada. Such an opening line bores a hell out of your reader. Why?

The thing is 99% of the time when we read something on the internet we are alone. And the phrases like ”many of you” sounds absolutely ridiculous when you sit completely solo in front of your screen. 

By addressing your audience with a simple ”YOU,” you grab their attention immediately, establish closeness and begin a dialogue. The only word that works better than ”you” is the customer’s name. 

Do you use ”you” in your web copy? Comment below.

1. Use the word ”you” It gives an impression of a dialogue. You address your reader directly. ”You” grabs attention and strengthens your message. 

2. Use active voice vs passive. There is nothing wrong per se with the passive voice. But it blurs your message.

E.g. "You will be supported by our best in-house specialists." sounds less energetic, less solid than "Our best in-house specialist will support you 24/7."

3. Make your writing active by using more verbs and fewer adjectives and adverbs (unless your writing is creative and requires many adjectives, e.g. fashion magazines).

4. Details sell. Give the exact number instead of using the word ”many”, name your clients instead of saying ”I work with the leading companies in the industry”, give examples instead of vaguely mentioning the subject.

E.g. With two master’s degrees and two copywriting diplomas, 7 years of copywriting experience and clients such as the Kunsthal Rotterdam, SuitSuit and the GoodPeople, I’m your copywriter when it comes to channelling your business awesomeness onto paper (better I say screen.)
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With several language studies and years of experience, after helping many companies in the creative industry, I know what you look for. And I’m here to help you with your web copy. 

5. Tell a story. I heart me a good story. Who doesn’t love a good story? Storytelling and story listening are some of the oldest skills humanity has. A story always catches attention. You have a story; your business has a story; your future has yet unwritten story to tell. And we all are eager to listen!

Go ahead and tell me the story of yours.