This video will remind you that content is key to sales. A great piece of sales writing can be worth millions. A poor one – well, it could cost you similar amounts.

So here’s a quick, easy way to check and improve your content so that it’s more likely to get the tills ringing (OK, the contactless terminals beeping).

Count the you’s. Count the number of times you have written ‘you’ or ‘your’ in the copy. Now tot up the times you’ve said ‘we’ or ‘our’ or ‘us’.

If the you’s beat the we’s, your copy is on the right track – it’s talking about what your product or service can do for the customer and, all else being equal, it will sell.

If the we’s beat the you’s, you could be in trouble. You’re talking about yourself too much, and not about what your customer will get, feel and enjoy when she buys your stuff.

The solution?

Rewrite until the you’s beat the we’s.

If you find this difficult, you may need to think a bit harder about what your product or service can do for your customer.
You may also need to watch this video again!

Steve Yelland

Steve Yelland

Writer and brand strategist. A writer since 1978, Steve Yelland’s work has built share and sold product for some of the world’s top brands. His writing has appeared in the D&AD Annual three times and has won awards in the UK, Europe and the USA.