Copywriters are very intentional with the use of “you.” Although the goal is to reach millions, the method is to sound like you’re reaching one person.
Moving from general to personal breaks down the psychological “fundamental attribution error.’’ It’s our cognitive bias, we have one lens in which we judge other people, and another lens for ourselves; you’ll be furious seeing someone texting and driving, but find justification for your own crimes.
A generalized message will be interpreted through the critical judgmental lens, but a personal message is met with the sympathetic lens. Making someone feel as if they’re the only person in the room isn’t just good social intelligence, but very effective communication.
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