Stop Talking About YOU in Your Ads
You know that type of ad that starts like this: “My name is …“?
The reader of an ad does NOT care who are you. Especially when you’re a John Doe that no one heard about you.
What about “My friend Ewen Chia …“?
The reader does NOT care who are your friends.
By the way, most of the people who use this, even don’t know who is Ewen Chia and for sure Ewen doesn’t have so many friends. Telling LIES is not the way to go!
Finally, the reader does NOT care what problems you had or still have.
The reader of an ad cares about how you can HELP her/him.
The reader cares about how you can solve HER or HIS problems.
The reader wants to know how you can make HER or HIS life better. Not yours.
Full stop. Anything else is wasted space, time & money.
P.S. Don’t you see even the purpose of this post? To help YOU, the READER of this post. Otherwise … you won’t read it!
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Well said. It’s hard to resist beginning a sentence with ‘I’ if we’re in the wrong frame of mind. I absolutely agree that we need to focus on the reader and what will trigger their action. I also noticed there seems to be a lot of subject lines such as ‘Sorry, I made a mistake’ or ‘I apologize’ or ‘Correction’ only to find it a lame excuse to send the same email an additional time. Most can see right through this marketing ploy. It also falls under your Stop Talking About YOU in Your Ads tip only they actually use it in the subject line too.
“Sorry, I made a mistake” is a marketing technique that makes me unsubscribe if I notice that is not a real mistake but a cheap trick for repeating an advertisement.