The next time you read a brochure or visit a website, notice the way they refer to you. As odd as it seems, most of the time, they don’t. They might talk about customers, companies, students, etc., but many organizations seem ridiculously resistant to using the simple word,”you.” Yet research shows that it’s one of the most powerful words you can use, especially if you’re trying to be persuasive. Take a look at your own materials – print and digital. If you want to engage the reader, don’t use some boring, descriptive term – make it personal. Use “you.”
