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Words That Sell| Article #74 : 10 WORDS THAT SAY BUY – PART 8

In this installment of "10 Words That Say BUY!!!" we're going to focus on a 3 letter word that is probably one of the most powerful words in the Internet marketing language. The word is "you."

If you're sitting there scratching your head, wondering if I've lost my mind, I haven't. The word "you" is probably one of the most powerful words you can use in your advertising campaign. Why? Let me explain with a very odd example.

You're walking down the street. You see two kids. One appears to be a big bully and the other is some weak skinny kid who the bully just happens to be picking on. You don't want to just barge in there and bust it up so you want to do something to get the bully's attention so that maybe the skinny kid can get away. You think for a second and come up with the perfect solution. You fill your lungs with air and scream at he top of your voice, "Hey YOU!!!"

The bully turns his head, while taking his hands off the skinny kid to see who wants him. In the meantime, the skinny kid breaks free and runs away.

Why did the bully turn his head? Simple. You said the magic word. "You." When people hear that word, they automatically think that the person speaking it is speaking to them. Think about it. The bully wasn't looking at you. Heck, he didn't even know you were there. But he heard the word "you," which could have been directed to anybody on that busy street, and he assumed that he was the target of the scream.

Got the picture? The word "you" is indeed very powerful. When expert copywriters communicate with potential customers they always ask questions like, "Don't YOU want this kind of life? Don't YOU deserve to be happy?" Why do you think they do this? Because it works. It's on the most personal level. You are speaking directly to the person. This has now become a one on one conversation. You're not talking to him or her or them. You're speaking directly to the person, just as I am speaking directly to YOU. Yes, YOU. Think you won't take this article more seriously and use these techniques in your promotion? Of course YOU will.

There are certain techniques to copywriting and this is one of the top ones. You want all your sales copy to be personal. The person reading it doesn't care about what you can do for the other person. They are concerned with what you can do for them. Just like YOU'RE concerned with what I can do for YOU. That's why you're reading this. You want to get the best advice that you can when it comes to using words that make people buy. Well, using the word YOU is probably one of the best ways to get people to buy.

Try it with your next advertising campaign and see how it goes. My guess is that YOU will get the best results of YOUR life.

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