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Getting from “Me” to “You”

Perform this experiment on your printed and internet marketing material. Circle and count the references to “I,” “me,” “our,” and any other words that refer to you. Now circle
and count the references to your target customers. The ratio of self-references to
references about your prospective clients will reveal at a glance how self-absorbed or
customer-oriented your material is. A good rule of thumb is a ratio of one to eight,
or greater. That is, you should mention your customer at least eight times for every
time you mention yourself. Use this technique to evaluate how well your ads, collateral, website and other materials. Put the emphasis on your clients you’ll see much more positive responses.

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