The magic of ‘you’ — that one powerful little word in advertising

It’s all about ‘you.’…

As a copywriter, I bang on all the time about how 'you' is one of the most powerful words in advertising. In fact, I was waxing lyrical about these three magic letters only this morning.

And then, low and behold, I was digging though my own portfolio of work when this little gem also popped up on the very subject.

I wrote this a while ago for the fab team over at employee communications agency, Eximia. It’s specific to the use of ‘you’ in employee comms, and yes there is a reference to the X-Factor in there (is that still a thing?) — but the crux of it is true when copywriting about pretty much anything.

You can read it here.