Do not waste space in your marketing copy talking about I, me, we, us, or our. The customer does not care about you, they care about what is in it for them. And what you have to say about your company, product or service is far from objective.

When writing copy, use you, your and other terms that talk to and about the customer. What does the customer want or need? How will they get it from your company? That is what customers want to know. Don't talk about what you do or how you do it, show them the benefits they get when they do business with you.

Get others to talk about you. Include testimonials from real people telling why they love your products. Customers feel more comfortable doing business with you when they hear how other people, people like them, had a good experience.

When you have to talk about yourself, do it in the third person. "Acme Widgets received the top rating from the Natio

nal Widget Buyers Association," not, "Our widgets received the top rating . . ." The first version sounds more "newsy" and also reinforces the brand name.

Focus on the customer with "you" language, and tell them what matters to them. There is no "I" in sales, but there is a "U" in success!

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