In response to Robert Bly’s column (“Persuasion Secrets of Marketing Pros,” Oct. 21), here’s a technique I use.
Use “I,” “me” and “my.” While every sales letter should speak directly to the reader by using “you” and “your,” remember to slip in a (very) few words like “I,” “me” or “my.”
Why? It cements the feeling of getting a one-to-one communication and establishes rapport with the reader — making it much easier to persuade him or her to your sales pitch. Examples:
“You and I are part of a special group. Someone who’s never gone fly fishing could never understand it.”
“If you’re anything like me, you know how hard it is to make money going long stocks today.”
“To my way of thinking, valued customers like you deserve the best. That’s why your home equity line of credit will carry the lowest APR in the country through 2003.”
One caution: Make sure only a few words like “I,” “me” and “my” are used. “You” and “your” should be used three or even five times more often.
John Bethel, Freelance copywriter, Richmond, VA