How to make your marketing copywriting 100% more compelling:

Drop the first person. Focus on the second person.

Meaning, less “we” and “I” statements. More “You” statements.

Because the only thing your reader (a.k.a. prospect) cares about is this:

“What’s In it For ME?”

(a.k.a. WIFM)

Every line of your marketing copy MUST answer that question in some way, or you’re wasting the reader’s, and therefore, your time.

What does this mean in practical terms?

It means focus your marketing copy on what matters to your prospect — their pain points and how your offering will remove them, or their desires and how your offering will fulfill them.

Simple, right?

One would think. But, so much marketing communication today wastes readers’ time with lots of “we” statements. Like,

1. “Buy from the leader in innovative flanges for aircraft frames.”
2. “We’ve been building the world’s number one backyard sheds for over 50 years.”
3. “We’re family owned and operated.”
4. “Join us for our next educational webinar.”

How can we change these into WIFM statements? How about,

1. “Eliminate structural issues in your aircraft frames for good with this new flange design.”
2. “On a budget? This durable, spacious backyard shed’s got you covered.”
3. “You won’t get lost in the shuffle when you buy from us. When you’re our customer, you’re part of our family.”
4. “Learn how to turbo-boost your team’s morale in just one hour at our next webinar.”

Easy, right?

It’s been said that any headline has just one job: get you to read the subhead.

The job of the subhead is to get you to read the first line of copy.

The job of the first line of copy is to get you to read…yup, the second line of copy.

And so on.

By making the reader the main focus of every line of copy, you’ll accomplish this.

Of course, you can’t use “you” or “your” in every single sentence of your copy. Some of your copy will consist of proof points — information that proves why your offering is superior in fulfilling the reader’s needs.

Just as long as every statement is speaking to your reader’s needs in some way, you’re good. And always bring it back to your reader in subsequent lines of copy, as soon as possible.

I could have titled this blog post, “Pro tips for marketing copywriters.” Not terrible. But not particularly enticing either. And (ugh) very third person.

Instead, I went with, “How to make your marketing copywriting 100% more compelling:”

Note not only the use of “your” front and center, but, the promise of new information (“How to…”), which is a very persuasive motivator in your copywriting, and “…100% more compelling.” Who doesn’t desire that? Who hasn’t felt the pain of having websites and emails that aren’t converting because of uncompelling copy?

That’s the WIFM: “Ah, if I read this, I will gain knowledge that will help me be a more successful copywriter and avoid writing copy that doesn’t convert.”

The very next line pays off the headline with the answer. But…it begs for an explanation. Why is second person better than first person? (And didn’t our high school English teacher tell us NEVER to write in the second person???)

Which likely drew you to the third line, which answered your burning question, starting with “Because…”

Then I provided you with tangible, real-world examples.

Next, I gave you solutions.

If you’ve made it this far in the blog post, then this copy is meeting your needs! Each line is keeping you reading to the next, compelling you to keep reading, and continuing to deliver value to you.

That’s what WIFM copywriting is all about.

Thank you for reading. I hope it helps you.

(And, if you’re ever in doubt about some ad copy you’re writing, feel free to send it to me for a snap-review. I’m happy to offer suggestions to make it more compelling. Use this form »)

To your marketing success,

Note: No part of this blog post, or any post on this site, was written by A.I. You’re getting pure human writing based on years of professional experience.