There are two really powerful words you should use in your marketing, whether you’re sending out campaigns by email or having face-to-face conversations with your customers.

Those words are ‘you’ and the customer’s name.

The more you use those two magic words, the more your customers will feel that you’re focusing on their interests.

Conversely, the more you use words like ‘we’, ‘us’, ‘I’ and ‘me’, the less comfortable they’ll feel, and the less likely they are to believe you care about solving their problems.

The best marketing focuses not on the business but on the customer.