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Using "you" and "your" to make marketing customer-focused
Executive overview
Most marketing language centres on the brand — its achievements, qualities, and identity. This pushes customers away instead of drawing them in.
Replacing brand-centred language with "you" and "your" shifts the frame so the customer becomes the protagonist. The most powerful words in marketing are "you" and "your".
Applying "you" and "your" in practice
- "Your favourite plumber" beats "we are the greatest plumber" — the first promises something for the customer
- A tagline with "your" invites the customer into the story
- Sprinkle it in — overuse reads as manipulative
- Audit existing emails, website copy, and taglines; insert "you/your" wherever it fits naturally
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