Write to 'you', not about 'we'

When to use it

When above-the-fold copy uses more 'we/our/I' than 'you/your' and reads like an about-us page ('We are the leading provider of...').

How to run it

Rewrite the opening in second person, leading with what the visitor gets: '[Product] gives you...' instead of 'We offer...'.

Why it works

Raise the perceived value of acting

Copy centered on the customer's needs connects better than copy about the company. In one MECLABS-reported test, a headline whose first three words were 'X gives you' drove a 104% increase in leads over company-centric framing.

Source: MarketingExperiments: customer-centric messaging