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How Often Can We Say "I" in a Sales Letter?

by Heidi White
15 replies
Are there any hard and fast rules about the number of times we as 'authors' should say I in a sales letter?

Let's take a classic WSO sales letter for our example 'type' of sales letter.

Thanks for your replies.
#letter #sales
  • Profile picture of the author Alex Cohen
    Originally Posted by Ken_Caudill View Post

    No, there isn't. Your emphasis should be on how the product benefits your reader, not you.

    Unfortunately, there is no magic formula.
    Ken, I always use Euler's formula. Works great for me.

    Details here...

    Euler's formula - Wikipedia, the free encyclopedia

    Alex
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    • Profile picture of the author ewenmack
      Originally Posted by Alex Cohen View Post

      Ken, I always use Euler's formula. Works great for me.

      Details here...

      Euler's formula - Wikipedia, the free encyclopedia

      Alex
      I can imagine him explaining it to his 5 year old son.

      I nominate Alex to unravel that birds nest of a mess into something the masses can understand...in one sentence...

      Because copywriters make the complicated simple...don't we?

      Best,
      Ewen

      P.S How the heck did you come about finding that formula?
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    • Profile picture of the author OutOfThisWord
      Mention the prospect's name, or the word "you" at least three times as much as you use the word "I" or your name.

      That's the min., and strive for more.

      And rarely, if ever, use the word "we", not even if you are selling urinals.
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      • Profile picture of the author Heidi White
        Originally Posted by OutOfThisWord View Post

        Mention the prospect's name, or the word "you" at least three times as much as you use the word "I" or your name.

        That's the min., and strive for more.

        And rarely, if ever, use the word "we", not even if you are selling urinals.
        Ooohhh - thanks for that tip. I'm in the middle of writing a sales letter now - and I think I slipped a 'we' in there somewhere.
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    • Profile picture of the author Heidi White
      Originally Posted by Ken_Caudill View Post

      I usually just take the tangent of the most convenient arc and multiply it by the square root of the left testicle.

      Then, again, I'm not gifted like you.

      Heh.

      Not bad, Alex.
      LMAO

      A detesticle formula indeed!
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    • Profile picture of the author Alex Cohen
      Originally Posted by ewenmack View Post

      I can imagine him explaining it to his 5 year old son.

      I nominate Alex to unravel that birds nest of a mess into something the masses can understand...in one sentence...

      Because copywriters make the complicated simple...don't we?

      Best,
      Ewen

      P.S How the heck did you come about finding that formula?
      Hehe. I typed "mathematical formula" (or something similar) into Google, and there it was.

      Originally Posted by Ken_Caudill View Post

      I usually just take the tangent of the most convenient arc and multiply it by the square root of the left testicle.

      Then, again, I'm not gifted like you.

      Heh.

      Not bad, Alex.
      Please don't heap your praise and adulation on me. I am not worthy. Thanks to Leonhard Euler who made it all possible. Thanks Leon.

      LOL
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  • Profile picture of the author EricMN
    The only time I can think of having to focus on "I" at all is if you are pitching yourself to someone in a copy related way. You can incorperate some copy strategies in things like a cover letter for a resume where you will inevitably use the word I. If you're pitching your services to someone in a PM you could also use I.

    However, in these cases and in the case of all copy, "you" should dominate. Ken pretty much his the nail on the head.
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  • Profile picture of the author RHert
    Using I and you or their name makes the sales copy conversational, but make sure the focus is on them and what the product does for them. Use the word you at the very least twice as much as I.
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  • Profile picture of the author littledan
    There is nothing wrong with using the word "I" to tell the reader something about yourself. But like many of the replies here I (now I'm at it) agree that you want to sell the benifits of your product or service. All the reader really cares about is What's in it for me.
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  • Profile picture of the author Heidi White
    A copywriter friend of mine quoted some GREAT - saying something like ....

    "There's no such thing as a Sales Letter that's too long, only a Sales Letter that's too boring."

    I realize I'm getting off topic from the "I" versus "You" formula - but anyone have comments about that statement?

    Thanks,
    Heidi
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  • Profile picture of the author Elle Davies
    I would say that using 'I' is great for putting across your story to your prospect, however the majority of the copy should be focussed on them, so the use of 'you' is more important in my opinion.

    If you can get your point across without using 'I' too many times, great! If not, I doubt a potential buyer will crticise you too much for using one or two too many 'me' statements!
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  • Profile picture of the author Mitt Ray
    Normally the rule is that you need to use three "you's" for every "I" you use. The best thing to do is to use this or these "I"(s) in one tiny paragraph after you have made the sale letter to be everything about the reader.

    The readers won't mind coming across the "I's" after they know that the sales letter has been written to help them.

    The White Paper Blog

    mitt@imittcopy.com
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  • Profile picture of the author mongsky
    i thing you can use the "I" as many times as you want as long as it's in the positive side, you are selling something, and "I" represents the product its an example of the product.
    always use the "I" in the good and positive aspect of the product
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