There's a basic copywriting rule that can change your content almost instantly. It all goes back to your freshman English teacher, who familiarized you with the concept of “point of view” (POV) in fiction.
She explained that a story is told from the perspective of one of the characters.
In the first person POV, a character explains his thoughts and actions in his own voice (“My hands were shaking as I reached for the phone.”)
A second person POV addresses the reader directly (“You could see my hands shaking as I put the receiver to my ear.”) The third person POV, however, allows an outsider to tell the story by looking in (“She felt her hands shaking when the phone rang.”)
The fundamental copywriting rule is directly related to point of view. Like POV, it lets you experience what the characters go through right along with them.
You can use point of view to help your reader experience your product or service through words.
Copywriters call this the copyrighting rule the “You Rule.”
That’s because a large percentage of promotional material are written in second person, speaking to the reader straightforwardly by using “you.”
For example, “By addressing you directly I’m able to let you picture yourself writing powerful copy that grabs the reader and hold his attention.”
Talking one-on-one with your reader creates a feeling of intimacy.
Your copy becomes a conversation, giving the reader a feeling of back-and-forth. In other words, this copywriting rule is really just a fancy way of saying, "Write like you talk."
But the “You Rule” is not a guarantee that your copy will be effective.
Some writers use it as a crutch, rather than a tool, because they’re unaware of a few important principles.
Use the “You Rule” the right way, and your reader will feel like he knows you, understands your cause or service, and realizes what he stands to gain by connecting with your organization.
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