Use “YOU”
A research has done and shown that 95% of people will write their own name as a tester when purchasing a pen. Simply put, we are quite self centered and are usually concerned “what it is in for me”. Hence, this means that all your marketing/brand communications must tailored toward what is it in for our target market. Look at this ads below that I snapped at Tanjong Pagar MRT ads panel:
Allow me to tell the truth with compassion: So what if they know the secret, what it is in for me?! Simply change the headline: We Know The Secret of Growing YOUR Money!
Better? Give me your comment.
Vivienne Quek said,
May 9, 2007 @ 2:29 pm
The headline is quite incomprehensive. Not only it meant they understood about money making, it implies that they were more interested to grow their own money.
“Features” are all about ME (advertiser), Benefits are all about YOU (clients). Advertisers should always talk to their client about the latter’s benefits and not blowing their own triumpets. Otherwise it is a waste of advertising dollars.
Yes, your revised version is much better.
Adam said,
May 9, 2007 @ 4:19 pm
haha.. Dumb!
I thought using words like YOU was basic knowledge in the marketing world. The guys responsible for the ad should be shot.
Allson Tey said,
May 9, 2007 @ 5:46 pm
Dear Sir,
Yes, your are right. Check your conversation with people everyday.
How many work “I” you use every day.
Change the work to “you”.
You will see the big different !
Allson
kay said,
May 9, 2007 @ 6:20 pm
i think the headline is referring to what the two girls are saying, like testimonials.
James said,
May 9, 2007 @ 11:59 pm
I am attracted to the original version at the MRT, not the revised version. I don;t agree that anybody have the secret to grow my money. Why? Because nobody would know my secret. That’s why it is called a secret. It’s bullshit if somebody tell me he knows my secret. The people saying they have the secret to grow their own money are telling the truth. I would want to pay to receive somebody’s secret to become my secret, not vice-versa.
Patricia said,
May 12, 2007 @ 9:25 pm
Agree that this is more like a testimonial, it doesn’t make sense by saying we know the secret by growing YOUR money, who would want to know the secret of growing other ppl’s money? It is good to use YOU most of the time in advertising, but not ALL the time.
Gerald said,
May 13, 2007 @ 3:54 pm
I fully agree with what Kay and James said. I don’t think the advertisers are blowing their own trumpet, but those who says they can manage your money blows the wrong trumpet. I think everyone has their own opinion. There is no right or wrong. However, using words like “The guys responsible for the ad should be shot” is too strong to express your opinion. Also, how can someone says using words like “YOU” is basic knowledge? Moreover, useing the strong word “Dumb” is not encouraged. A person with different opinion from his can also says he is “Dumb” too. Who is “Dumb” then and where will this leads to? Those people needs some basic eqituette.
Ken Chee said,
May 14, 2007 @ 1:46 pm
Dear Kay, Pat and Gerald, thank you for the comments. Maybe it is better to add in ” ” to clearly reflect that the headline is a testimonial.
Nevertheless, Vivienne make a very good point in her comment:
“Features” are all about ME (advertiser), Benefits are all about YOU (clients). Advertisers should always talk to their client about the latter’s benefits and not blowing their own triumpets. Otherwise it is a waste of advertising dollars.”
It is important to understand advertiser SHOULD stick with “What is in for the target audience” because most people are more interested in themselves.
Cheers!