The word ‘you’ for a copywriter is gold. Look for ways to inject ‘you’ into the word mix. Why? It’s all about KLT – know, like and trust. When online shoppers feel they know like and trust you, conversion is easier.
Take this health insurance email marketing extract for example—
We value your trust and confidence in our product and that’s why we’ve worked hard to offer more coverage for less.
We have a not-terrible, but not-strong string of words. Alternatively, if the writer was a power copywriter we might have had:
We value your trust and confidence in our product and that’s why we’ve worked hard to offer you more coverage for less.
The final words ‘offer you more coverage for less’ tie the benefit to the target customer, just as the opening tied the premise to the target individual. Cost in creative time? Zero. Increase in conversion. You name the percentage.