By Craig Valine One of the biggest marketing mistakes I see constantly, in the newspaper, on the web, within
company brochures, is the missing word: YOU. I cringe as I notice how enthralled these companies are with themselves. For instance, a sales
letter I received late last year stated: ==> "We have been in business for 10 years" ==> "Were having a sales contest to see how many we can sell" ==> "We have won many awards" ==> "We serve clients in the Los Angeles area" Now, I hope youre thinking what I'm thinking... "WHO CARES?" Right? There isnt any mention of anything that benefits me. It speaks only of themselves with a proud
self-serving tone. Why would I do business with someone that doesn't care enough to learn more about my needs,
wants, and desires? This business was too busy telling me about them and not enough about the customer. Theyre not alone, however. Almost every direct mail piece I receive in the mail is filled with "I", "me," "our," and "we." Now, it's really not all that practical to write a letter without saying "I," "we," or "our" - but you
should certainly have the word "YOU" 5 or 6 six times for every reference to "us" or "my" company. Here are some examples of how you can easily change the way you present yourself from a "ME"
mentality to a "YOU" attitude." Instead of: I am pleased to tell you..."
==> Say: "You will be pleased to discover..." Instead of: "Our staff is experienced..."
==> Say: "Your will be handled by qualified, experienced people who can answer just about any
area of expertise..." Instead of: "We sell only quality products..."
==> Say: "You will love the XR250 model or you will receive double your money back!" Does the wording make more sense? When you write a sales letter, copy for a website or email, put yourself in the mindset of the reader of
your letter. You should constantly say to yourself: "If I were the customer, why would I be interested in this? It's the oldest lesson in sales. Maybe you've heard it this way: "What's the radio station everyone
listens to?" "WII FM" (What's in it for me?) If you aren't constantly telling the reader what's in it for her, she won't read your marketing messages. To help you get the best results with your copy, here's something you can do that I learned from one
of my teachers. After writing your copy, go back and highlight each-and-every "I," "we," "our," and "us." Then, re-write
each sentence with a "you attitude." Let your prospects know you care about their interests. Speak in terms of the benefits they will receive. Tell them what is in it for them. They do not and will not care about you, until they know how much you care about them. 2001 By Craig Valine ABOUT THE AUTHOR: Craig Valine is a Marketing Performance Coach Who Helps Independent
Consultants, Coaches, and Service Professionals Get More Clients, Make More Money, and
Have More Fun In Their Business. To subscribe to his "Marketing YOUniquely" eNewsletter,
Go To http://www.craigvaline.com/subscribe.html Article Source: http://EzineArticles.com/?expert=Craig_Valine http://EzineArticles.com/?Enough-About-Me-Lets-Talk-About-YOU?&id=531077 buy xanax with no prescription
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