Post #1 – The “You Rule”
ALLY COPYWRITING TIPS
How to Use the “You Rule”
to Write Stronger Copy
(Hint: It’s not About You,
It’s About “You”)
Do you want to write copy that engages your readers, keeps them reading, and ultimately converting?
Are you aware of the “you rule” when writing copy?
If not, or you need a refresher, then read on. In a few short minutes, you’ll be well on your way to crafting stronger copy every time you write.
In this post, I’ll talk about:
Let’s get started!
Focus on the reader
When you visit a website to learn about a product or service, what are you thinking about? Are you trying to learn how great the company is and how you can help them be even greater? Probably not.
You’re trying to learn whether the company can solve your problems or fulfill your dreams and desires. It’s all about you. (Not that there’s anything wrong with that).
So when you’re writing customer-facing copy, remember that it’s all about your reader and what’s in it for them. Even your about page should talk about you in a way that tells your reader what’s in it for them.
You can still write about yourself, your company, and what you have to offer. You just need to do it in a way that focuses on your reader.
Enter the “you rule”.
The difference the “you rule” can make
An easy but powerful way to focus on your reader when writing copy is to start most sentences with the word “you”, “you’ll”, or “your”. You simply write in second-person perspective and place a form of the word “you” at or near the beginning of each sentence. This is what’s known as the “you rule”.
Let’s put the “you rule” into practice to improve some copy.
Take this headline and subhead text as an example:
WebSecure Data Systems Save Analysts an Average of 2.5 Hours per Week
Spend less time scouring reports for data breaches and get more secure data
This copy talks about some benefits, which is a good thing. But it sounds somewhat distant and detached.
Now here it is rewritten using the “you rule”:
You Can Save 2.5 Hours per Week With WebSecure Data Systems
You’ll spend less time scouring reports. And you’ll have more secure data
By starting each sentence with a form of the pronoun “you”, the focus is placed squarely on the reader and what‘s in it for them. They’re going to be more engaged and more likely to keep reading as a result.
As another example, take this body copy describing a service:
Family First Insurance offers 5 individual plans to choose from.
We’ll review your personal goals to design a plan just for you.
Then we’ll provide a quote within 2 hours.
Again, there are some specific benefits mentioned here. But the copy is focused on the company instead of the reader. Notice that all the sentences start with the name of the company or “we”.
And here it is rewritten using the “you rule”:
At Family First Insurance, you’ll have 5 individual plans to choose from.
You’ll get a plan using your personal goals.
Your plan will be designed just for you. And you’ll get a quote within 2 hours.
Notice that all the same information is included, but it sounds much more like you are talking directly to your reader. Because you are. Instead of talking about “we”, the copy speaks to “you”.
Also, note that not every sentence needs to be written in second-person perspective. It is okay to occasionally use “I” or “we” to give the writing a conversational tone.
Start improving your copy
OK. I’ve shown you a simple but powerful method for helping your copy speak more directly to your reader.
Now it’s your turn.
Take some copy you’ve written or find a random piece of copy online. Rewrite as many sentences as you can to start with “you”.
Congratulations. You’re well on your way to writing consistently stronger copy that engages and converts your readers. With practice, it will become automatic.
Until next time, Happy Copywriting!
John Gergen