Personal pronouns talk directly to your audience

摘要

One Of The Most powerful words in b-to-b advertising is "you"―as in "hey, you." The Chasers have long maintained that eopy is more persuasive when it speaks to the reader as an individual, like one friend telling another friend about a good thing. Some b-to-b advertisers seem to have a problem with the "you" word and other personal pronouns. We suspect that's because b-to-b advertisers are overly conscious of the fact that they are talking to companies in their advertising. They fear that it sounds too cute or too impertinent to personally address a target audience when a technical product or service is being promoted.