Anyway, I learned it from Cut-co when I sold their knives.
You start with "my" then "this/the" then "your."
At the beginning of my sales presentation, I'd call it my knife. Watch how my knife cuts through this rope. A bit later, I would start calling it "the" knife, or watch this knife do this. Then toward the end, before I asked them how many knives they wanted, I would start calling it "your" knife. Watch how your knife does such and such.
It was suttle, but effective. It worked for me.
I tried it in my sales copy. At first I call it my course, then the course, then your course.
Why will my course be any different?
... if you aren't happy with how much this course transforms your figure drawings.
Click here and buy your new course, Master the Human Figure.
If you do any split studies using this technique, please share the results here.