Just over a year ago I posted a blog entitled, Its not you, it's me.
No prizes for guessing what it was about. The value of talking about your donors, and not you (your organization).
I was drawn to think about this today when I read some test results from a copy test conducted by a Swedish trade union on their website. Yes, you read that correctly. A Swedish trade union.
In short, the head to head test showed that bullet points with strong “you” oriented copy convinced 16% more visitors to apply for membership.
Click here for more detail including the results.
Wow, who would have thought, huh?
Remember the Aussie organization I talked about back in June that used the words 'I' and 'you' 50 times in a four page letter? No coincidence the letter doubled income from the previous year.
Alas, if a Swedish trade union knows it should talks to its members rather than talk at it's members, then I reckon you can all follow suit.