Wonder how well your next ad, website, or brochure will communicate with your readers? Here’s a simple test that’s remarkably powerful.
Count the number of times that your company’s name appears in the text. Then count the number of times words “we,” “us,” and “our” appear in there, and add it to your first number.
Next, count the number of occurrences of “you,” “your,” and “yours.” If this number is fewer than the number you computed in the last paragraph, your copy is probably going to be far less effective than you want it to be.
But if the “yous” outpace the “wes,” you’re probably doing a great job of writing about your reader instead of yourself – and that’s the easiest way to make your copy connect.