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Focus on them, not you…

When a prospect reads your ListHero newsletter advertisement the one thing she will be wondering from the start is: “what’s in it for me?”

And if your copy (advertisement text) doesn’t tell him, it’ll be pushed to one side faster than he can read the headline or subscribe to your list.

A lot of advertisers (and other ListHero members make this mistake). They focus on themselves as a company (or business opportunity). How long they’ve been in business, who their biggest customers are, how they’ve spent ten years of research and millions of dollars on developing this product, blah, blah.

Actually, those points are important. But they should be expressed in a way that matters to your potential customer. Remember, once he’s thrown it in the garbage, the sale is lost!

When writing your copy, it helps to think of it as writing a letter to an old friend. In fact, I often picture a friend of mine who most closely fits my prospect’s profile.

What would I say to convince this friend to try my product? How would I target my friend’s objections and beliefs to help my cause?

When you’re writing to a friend, you’ll use the pronouns “I” and “you.” When trying to convince your friend, you might say: “Look, I know you think you’ve tried every widget out there. But you should know that…”

And it goes beyond just writing in the second person. That is, addressing your prospect as “you” within the copy.

The fact of the matter is there are many successful ads that weren’t written in the second person. Some are written in the first person perspective, where the writer uses “I.”

Other times the third person is used, with “she,” ‘he,” and ‘them.”

And even if you do write in the second person, it doesn’t necessarily mean your copy is about them.

For example:

“As a real estate agent, you can take comfort in the fact that I’ve sold over 10,000 homes and mastered the tricks of the trade”

Although you’re writing in the second person, you’re really still focusing on yourself.

Login to your ListHero account now and take a look at your newsletter advertisement on step 5 and take a look at how you’ve written it. Who does it focus on?

So how can you focus on them?

In the next post I’ll reveal the answer… so subscribe to this blog and stay tuned!

Don’t forget to post a comment below, let me know how you’re getting on, ask me any questions or just simply say “hello!”. Be sure to include the url to your website when you do which will get you more traffic and a boost in the search engines.