Sunday, February 05, 2006

The “I” Word

Every direct marketing copywriter is well acquainted with turning features into reader-oriented benefits. After all, the reasons to respond to your offer ring through more loudly and clearly when phrased in terms of “you.” In many letters I see, there’s too much focus on “I” and “we” – and way too little on “you.”

But presenting reader benefits doesn’t mean always avoiding the “I” word. Using a first-person voice in certain places can actually make your copy more powerful.

Read More...

Posted by Richard Bloch

Permalink