A quick note about “you.”
You: the single most powerful word you can use in your copy. Wish I had time to write more on this, but it’s a simple concept, so you probably don’t need to hear more about it than this --- the more you can use "you," the better. You’ll be amazed by how much the use of "you" (and the elimination of "we" and "us") can personalize copy in your sales materials. (And isn’t connecting with your audience one of the most important things??) Thank YOU and good night!
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