Next, glance through the ad one more time. This time, count up the number of times you see the words “you” or “your” and ad those up.

Let's compare the two numbers. If you have more of the “us” words than “you” words, it's time for a re-write. You aren't talking to the reader. You are bragging about yourself.

You need to be talking to the reader. Talk to them like you were right there in front of them and explain the benefits of why your product is the best choice for them.

What do they get out of it that your competition doesn't give them?
Why is this important?
Will it save them money?
Will it save them time?
Will it take risk away?
Will it make them healthier so they can spend more time with their family?

Do you get the point?

Taking a few minutes to run through each marketing piece that you have with this simple test and making changes so you are talking to the reader will almost always increase response to any advertising or marketing materials you have.  Ely Delaney