The Single Most Important Word
in Your Content

Written by Alexis Rodrigo

There is one word you should always use in your content.

It is one powerful word.

It can:

rivet your reader’s eye and make them keep reading your content
help you bond with your readers without much effort
give your readers the feeling that you understand their predicament and are genuinely there to help them out
convince your readers that you offer the perfect solution to their problems

Have you guessed what that word is?

The word is “you”.

When To Use “You”

Shunned in formal writing where you must never address the reader directly, “you” is essential in other forms of content – blog posts, ezines or digital newsletters, Emails, special reports and ebooks. And even in videos and audio recordings.

Can you imagine sending your best friend an Email without ever using the word “you”?

Why “You” Is Powerful

Let’s face it, we’re all selfish and concerned only with our own problems. As we consume any content, we’re thinking “What’s in it for ME?”

So when we read, listen to or watch something, we just love hearing about ourselves. We like to be talked about and to have all the attention on us.

A while back, we identified some “power words” or words that are consistently effective in persuading and convincing your readers.

Those words have been shown to grab attention and even compel readers to buy products. Therefore, you should use power words whenever they’re appropriate.

But don’t ever forget THE most important word of all.

“You” Makes You A Better Writer

Writing consciously to use “you” as much as possible practically forces you to put your readers’ interests and well-being foremost in your mind.

So if you were writing about your product, you would write what your product does for your customers, instead of just what your product can do.

Now you’re writing about your product’s benefits and not just its features! That’s the kind of writing that convinces readers to buy.

In other words, using “you” in your writing helps you to become less selfish and genuinely more concerned about your readers.

Which is, by the way, the secret of effective marketing.

Next time you write content, or have one written for you, take note of how often the word “you” and “your” are used. Compare that to how often “I” or “we” are used. If you find that you talk about yourself more often than you talk about your reader, then make some changes.

Focus on your readers and they’ll pay more attention to you.

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