Which style and tone to choose?

by Joe Ray 9 replies
Let's say, I want to provide value in the article, but I also want to promote my services or a product.

Which style works best?

1. Using a general tone like: "our solutions will provide managers the insights to make optimal decisions"

2. OR, using "you", to make it sound more personalized like: "our solutions will provide you the insights to make optimal decisions"

I think, there is a big difference between these two styles. Any suggestions?
#copywriting #choose #style #tone
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  • Profile picture of the author SARubin
    Originally Posted by Joe Ray View Post

    Let's say, I want to provide value in the article, but I also want to promote my services or a product.

    Which style works best?

    1. Using a general tone like: "our solutions will provide managers the insights to make optimal decisions"

    2. OR, using "you", to make it sound more personalized like: "our solutions will provide you the insights to make optimal decisions"

    I think, there is a big difference between these two styles. Any suggestions?
    Given your examples here... #2 without any doubt.

    Copywriting 101, my friend. You may be writing for managers in general, but everyone who reads your article is a single "person," and the word "you" is one of those magical words.

    It lets people think you're talking to them; about their issues. And that's what people care about the most when they're reading your article. (i.e. how does this article pertain to "me?")
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    "It all boils down to psychology, and numbers"
    SARubin - Direct Response Copywriter / Advertising and Marketing Aficionado
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  • Profile picture of the author yukon
    Originally Posted by Joe Ray View Post

    Let's say, I want to provide value in the article, but I also want to promote my services or a product.

    Which style works best?

    1. Using a general tone like: "our solutions will provide managers the insights to make optimal decisions"

    2. OR, using "you", to make it sound more personalized like: "our solutions will provide you the insights to make optimal decisions"

    I think, there is a big difference between these two styles. Any suggestions?



    You need to be split testing both versions to find out which one has a higher conversion rate.
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    Hi
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    • Profile picture of the author pauloadaoag
      Administrator
      Originally Posted by yukon View Post

      You need to be split testing both versions to find out which one has a higher conversion rate.
      This so many times this. Experience can only go so far. What works for one campaign may not work for another, the best way really is to test test and test.
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  • Profile picture of the author brookeharper08
    I'd absolutely go for #2. It helps you establish a connection with your readers and makes them feel involved.
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  • Profile picture of the author Pinkysoll
    #2 enables you to keep an engaging tone throughout the content. However, in this matter, I think #1 would look more appropriate and professional.

    Why not test both and see what works better?
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  • Profile picture of the author Tesslady
    As for me, I'd go for the first tone. It sounds more professional, and it establishes your target market well.
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  • Profile picture of the author Pat H
    I think testing both is the way to go. While I personally might prefer #2, plenty of other folks would prefer #1, as evidenced by the responses.
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  • I learnt it is all about making it personal, so you write as though talking to a friend.
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