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The You/Me ratio

Posted: Wednesday, Oct 23rd, 2013

This concept is from an article on website marketing, but you can use it for every aspect of your interpersonal communication.

It’s called the You/Me ratio. The idea, as it pertains to websites, is to compare the percentage of times you refer to your potential customer as compared with the percentage of times you refer to your company or yourself. It’s a ratio, and the higher the resulting number is, the better.

Here is the basic lesson in copywriting – either online or in any marketing media:

Most company advertising focuses on the features of its products or services. They spell out all the styles, colors, and price ranges. They brag about how long they’ve been in business, or how big they are. They talk about themselves. They use “me” language.

A better approach is to relate the benefits your product or service holds for your customer. Tell him what the product will do for him. Illustrate to her how he or she will feel after having or using this service. This strategy forces you to use “you” language.

It also addresses the old WIIFM (What’s in it for me?) adage. People are more interested in themselves than they are in you. They want to know you think they are important, impressive, worth knowing and helping. They want to know you understand their needs and issues. They want to feel understood.

If you understand that and cater to it, you’ll find that you’ll increase sales, customer satisfaction and build brand loyalty.

If you employ the concept on a personal level, you’ll improve your relationships, too.

Think about the various ways you can use this You/Me ratio:

• Ask your spouse about his/her day before you relate yours.

• Find out what current interests or challenges your children have in their lives.

• During a conflict, start by trying to understand the other viewpoint instead of promoting your own.

• Learn more about what factors are important to your client before you make a recommendation.

• On a lunch date or at a party, notice how much time you talk about yourself versus the other person.

• In an elevator, ask someone how his or her day is going. And listen.

Becoming more aware of the You/Me ratio will lead to better relationships, and your success.

For the complete article see the 10-23-2013 issue.

Click here to purchase an electronic version of the 10-23-2013 paper.

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