In fact, this issue causes damage to probably 95% of the marketing materials I see. And it has nothing to do with graphics, layout, or even the type of product or service being promoted.

The problem is the way the content "speaks" to prospects.

Instead of using text written from a prospect perspective, most companies have content in their marketing materials that's focused exclusively on them.

A dead giveaway is excessive use of words such as "we" and "our," as well as numerous mentions of the company or product name.

Search online and you'll see these words starting sentences on most corporate websites. Here's an example from a company's home page I found after Googling "business consulting":

Doug Williams and Associates is a small business consulting firm specializing in helping owners to grow their businesses and their bottom line. From Vancouver, Washington, DWA works with businesses in Portland, OR and nationwide. Our specialty is working with companies from startup to 100 employees and up to $100 million in sales.

We coach business owners and senior management staff, design business plans, develop marketing strategies and create marketing plans. By providing a full range of Internet services such as web design, hosting, search engine optimization and blog marketing. DWA is your internet marketing solution. We specialize in business consulting for both small business startups as well as mature companies.

Notice how nearly all the sentences start with "we," "our" or the company name.

Ever tried having a conversation with someone but found it impossible because that person only talked about himself? Like the company above, you make a similar impression with prospects when you don't incorporate them in your marketing message.

Luckily, there is an easy way to write content focused on your prospects.

Simply include the word "you" (or variations such as "your" and "you're") in your text as much as possible. Like magic, this three-letter powerhouse instantly directs attention away from you and puts it on your prospects.

Your marketing materials are merely a face-to-face conversation in written format. You wouldn't dare introduce your company's services to someone using the example above, would you?

To quickly test the conversational tone of your marketing content, count the number of times you mention "we," "our," your company name and your product name. Then, go back and tally the times you use "you" or "your."

Sincerely,

Tom

P.S. REMINDER: In July, I'm re-opening my customized copywriting and marketing for clients program. In addition to me writing your marketing materials, you receive in-depth consultations, video critiques, an educational CD and unlimited access to me for a full 6 months. This time I'm only accepting 5 new clients in the program. If you'd like to get on the priority notification list, please let me know by replying back to this e-mail.