The One Word Every Prospect Craves
Title: The One Word Every Prospect Craves Word Count: 513 Summary: It’s arguably the most important word in the copywriter's arsenal. It ranks right at the top with words like "free," "new" and "savings." Do you know what it is? Keywords: copywriting, copy, you, free, new, savings, marketing, copywriter's, your, you'll, you've, yours Article Body: It’s arguably the most important word in the copywriter's arsenal. It ranks right at the top with words like "free," "new" and "savings." I’m talking about "you." "You" is the word that gets your prospect’s attention and keeps them involved. As Herschell Gordon Lewis says in <I>The Art of Writing Copy,</I> "Unless the reader regards himself as the target of your message, benefit can’t exist. Benefit demands a ‘We/You’ relationship." While the "We" in the "We/You" relationship is important, it’s better...