| Your English teacher isn't going to like
this.
Don't get me wrong; the grammar and composition you learned
in high school English class are critically important, but those rules don't necessarily
apply all the time.
Allow me to explain.
Your old English teacher would have preferred you write,
"By carefully employing certain words, a professional gains a powerful advantage when
selling his or her products or when trying to persuade others to accept his or her
ideas."
Here's a slightly different version: "By carefully
employing certain words, you gain a powerful advantage when selling your products or when
trying to persuade others to accept your ideas."
What's the difference?
These two statements essentially say the same thing, but
the first one is written in "third person," while the second one is written in
"second person." English teachers would prefer the first statement. In formal
writing, it is generally frowned upon to use the words, "I" or "you."
Scholarly journals, text books and respected periodicals are normally written in third
person.
Proper English is a beautiful thing, but when it comes to
succeeding in today's loud and crowded marketplace, you benefit by catching people's
attention. You are more likely to accomplish your goals if you relate to people. Using the
word "you" (and "your") helps you do that.
No matter what your profession, there are times when your
success depends on your ability to sell, pitch, market, convince, persuade, trade,
suggest, coach, counsel, explain, and/or motivate another person. That all becomes easier
if you address your reader or listener directly in the second person.
So, if you're explaining something in an email, try to use
the word "you." If you're giving a speech to prospective clients, paint a
picture with "you." If you want to empower and motivate your colleagues, use
"you" to make your message resonate with them.
The word, "you" personalizes a conversation. It
brings down barriers and erodes the formalities that may exist between you and the other
person.
"You" can help prospective clients picture
themselves using your products and services. For instance, if you are selling a time-share
condo overlooking the ocean, your would-be buyer might be receptive to this marketing
message:
"Picture yourself spending two weeks here every year.
You can sleep in each morning in this king-sized bed, windows open with the sea breeze
gently waking you up before you head over to your ultra-modern kitchen for your morning
coffee. You step out onto your deck overlooking the massive resort pool. Your only problem
here in paradise will be deciding what to do. Will you relax by the pool or will you take
one of the hundreds of day adventures waiting for you in the surrounding area?"
Where do I sign up?
When I'm writing books or delivering speeches, I try to put
"you" into the text even if the story I'm telling is about somebody else. When I
use a highly successful person's life or accomplishments to illustrate a point, I
occasionally like to slip in "you" and "your" when I'm really talking
about "him/his" or "her/hers." Audience members are more likely to
remember the point, if they feel like they are part of the story.
YOU will be a much more effective seller, marketer and
persuader if YOU simply remember to transpose YOUR audience into YOUR stories.
One last thing - I have one important disclaimer for you.
There is a particular use of the word "you" that
may backfire on you. Careful communicators avoid saying, "you must," "you
should," "you better" or "you have to." That's bossy. It turns
people off. Such language reminds you of when you were in trouble as a kid, like when your
mother demanded:
"You have to clean your room!"
"You better finish your homework before you go
outside!" |
