According to Drayton Bird, Rudolf Flesch, the reading ease pioneer discovered that there is a direct relationship between effective selling and the use of the word “You”. The more You’s in your copy, the more sales. The idea being that sales success comes from talking about the prospect more than yourself.
Whilst sorting through some old newspapers, I discovered Ben Schott’s Beatles miscellany, compiled to celebrate the 40th birthday of Sgt. Pepper (Times June 2, 2007). In it, Schott analyses the Beatles’ most sung words and observes that ‘You’ is the single most frequently sung word at 260 times. It is followed by ‘I’ at 178 and a bit later by ‘Me’ at 137. ‘Your’ comes in at 36.
Yesterday, I saw a leading brand advertiser - one that is engaged in a new customer land grab - running copy along the lines of “…our…”.
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