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E-ssential
Message # 068:
It really is all about 'you'!
Here's a simple communication tip that you can use immediately to increase the power of your emails, proposals, web copy and presentations.
Compare these two statements:
"Most people use general statements in their written and verbal communications, which are less compelling and less credible than specifics."
"If you use general statements in your written and verbal communications, you are less compelling and less credible than if you use specifics."
There are several things I could have done to improve on the first statement, but I changed it only as much as I had to in order to shift the focus from 'most people' to 'you'.
Which statement caused a stronger reaction and was more compelling for you?
It may feel odd to use the second person (you) when you're writing an email that's addressed to multiple people, writing a proposal intended for an organization, or speaking to a group of people during a sales presentation or a speech.
Partly, it may feel strange to say 'you' if you were taught in high school that 'proper' writing should always be written in the third person. It may feel doubly strange because your brain is telling you that you must be inclusive of everyone you're addressing.
But if you want your emails, proposals, web copy and presentations to have more impact -- as you can see from the simple demonstration above -- that's exactly what you should do. Why? Because no matter how many people are on your email list or how many people are in your audience, each one is an individual -- who will feel more engaged if he or she is addressed as one.
What's more, getting in the habit of using 'you' does even more than help you create stronger response in your reader or listener -- it helps you to take on a more customer-centric mindset.
And that's 'essential' for your Essential Message.
Who is Michel Neray and What's The Essential Message?
Your Essential Message is the most compelling thing about your business -- it would make anyone want to do business with you... (if only you could tell them what it is.) 
The result is a more cohesive workforce, stronger brand equity, greater sales effectiveness and the ability to outperform the market in revenue, market share and profitability.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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