The YOU Rule
Learn the golden copywriting rule that shifts your messaging from self-absorbed to customer-focused.
Discover the simple 2-minute diagnostic that reveals whether your copy is secretly turning prospects away.
Uncover the biology and psychology behind why speaking to your reader - not about yourself - is what drives sales.
Most business owners suffer from a common copywriting blind spot.
When we write about our business, we naturally focus on⊠well, us. Our features, our history, our why.
Unfortunately, your customer doesn't care about you. They care about what you can do for them.
The YOU Rule is one of the golden rules of high-converting copy: your copy should focus on the reader (their needs, their problems, their transformation) rather than on you (your features, your history, your ego).
Rule of Thumb
The YOU Rule in its simplest form is a ratio: for every one time you say "I," "me," "we," or "our," you should say "you" or "your" at least twice.
Quick Check
Want to know if your copy is too self-centered? Run this 2 minute diagnostic on your latest sales page or email:
Print out your copy (or look at it on a screen).
1. Circle every "I," "Me," "We," and "Our" in red.
2. Circle every "You" and "Your" in blue.
If you donât have at least two blue circles for every one red circle, your copy is likely too self absorbed.
Why it Works
Biology: Human beings are biologically wired for survival, which makes us inherently self-interested.
When we read something, our brains are subconsciously asking, "Whatâs in it for me?"
Empathy: Using "You" creates an immediate connection. It makes the reader feel like you are sitting across the table from them, speaking directly to their specific situation.
Ownership: When you say "Your new lifestyle" or "Your streamlined workflow," the reader begins to mentally "own" the result before they've even bought it.
If you want to move a prospect to action, ask yourself this: am I talking to my audience, or am I talking to them?
Want to see where else your website is leaking conversion opportunities?
Book a website efficiency audit with me today for just $197.
Hi, I'm Stacey!
Iâm the brand strategist, conversion copywriter, serial founder and corporate escapee that experts call on when they need high-converting website copy that sounds like them and fills their calendar with dream-fit clients.
Before you rewrite a single word, check this out.
My free website effectiveness checklist walks you through the top things your site needs to get right in order to convert browsers into buyers.
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