…And why you should have gotten an A instead of that C-.
While recollecting the pain and agony of English class I realize how bad wrong my educators were at seeing the totality of educating and preparing future sales and marketing reps for the digital world that was soon approaching. Obviously they did teach me how to put together half decent sentences and grammar that at least is good enough to not to always get the green underline from Microsoft Word.
As I took the stroll down memory lane for writing and text communication I remember very strongly getting the reprimand and the classic bright red tipped felt pen marks and circles for addressing the reader by using “you”, “your” and”you’re”.
Back then, using the “you-Orentation” was a huge no-no, and I was never educated on proper times and uses for “you-Orentation”. One of the best books I have read on Copy-writing has been “The Copywriter’s Handbook: A Step-By-Step Guide to Writing Copy That Sells” Which you can Pick up at your local Barns and Noble or online of course. In my PPC, SEM, Text Ads field I have to make relevant ad copy that grabs attention right off the bat in a fraction of a second even.
One of the most effective ways of doing that is appealing to the readers interests and emotions directly. After all, one of the points your copy should answer is the classic “What’s In It For Me” question your reader is thinking, By specifically answering this using “you”, “your” or “you’re”. Just imagine if the title of this post was “Why One’s High School English Teacher Was Wrong.” Obviously not nearly as attention grabbing.
I know I couldn’t really care less about someone else’s english teacher. But by making it personal with “your” that directly addresses my situation and sparks emotions from my past experiences. So, to all of us who were at the mercy of the red pen we can now rest assured that we are now justified in knowing deep down we were always right.