When writing a headline, an ad, a newsletter, turn the focus from “I” – the business – to “you.”
This isn’t a new idea. Forty-eight years ago Ed McLean proved it in his famous subscription letter for Newsweek in which he used some version of the word “you” 58 times.
“Dear Reader,” the letter began. “If the list upon which I found your name is any indication, this is not the first – nor will it be the last – subscription letter you receive. Quite frankly, your education and income set you apart from the general population and make you a highly rated prospect for everything from magazines to mutual funds.”
For 15 years, no other Newsweek advertising letter was more successful in gaining new subscriptions than Ed McLean’s letter. After the magazine sent 107 million of McLean’s subscription letter, it was replaced with a new letter offering a free calculator. Free – another dynamic marketing word.
Now re-write your ad with “you” in mind and create your own marketing success!
P.S. Here is the full version of Ed McLean’s famous subscription letter.