Use 'you' to get better marketing results
Sales & Marketing

Use 'you' to get better marketing results

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Time for your weekly dose of marketing wisdom, served up in just 60 seconds. Ready to make your marketing feel like a chat with an old friend? Let’s dive right in!

👉 But first, here's a 60-second example 📺 of a shoe collection quiz for Allbirds to help increase conversions. Try the quiz here to see how it works. I made it with our Shopify quiz app for some marketing inspiration. Ok, onto this week's insight! 👇

Imagine tweaking your website or your latest email blast. How do you address your audience? “Save money” or “Save *your* money”? Here’s a hot tip: talking directly to your customers as "you" can seriously ramp up engagement and make your messages stick like glue.


Bottom line: Swap generic phrases for personal ones. Use “Save your money” instead of “Save money.” It’s a game-changer for making your readers feel like you’re talking right to them.

Why you should care? 🤔

Here’s why it works: When you say "you," it's like reaching out through the screen and giving your reader a gentle nudge. It makes the message feel tailored for them, which cranks up their interest and connection to your brand.

Evidence that this isn’t just fluff 📊

A deep dive into 4,124 Facebook posts from major brands showed that posts with "you" got more likes, comments, and shares. Plus, experiments revealed that phrases like “Maximize your savings!” boost how involved people feel with a brand by a whopping 19.7%. More involvement? Better attitude towards the brand.

But wait, there’s a catch ⚠️

This magic works best in individualistic cultures like the U.S. or Western Europe. In places where community trumps individuality, like Asia or Latin America, this approach might not hit the mark. And remember, not all languages play by the same "you" rules—adjustments may be needed.

How to do it ✅

  1. Know your audience: If they hail from places that love a good "you," start tweaking.
  2. Personalize your language: Always opt for “your” instead of the more detached alternative. “Choose your adventure” beats “Choose an adventure.”
  3. Get personal where you can: If your tools allow, use names along with "you" for that extra personal touch. Imagine the boost when your email says, “Hey [Name], save *your* money today!”

So, if you’re ready to turn your communications into personal chats that could make even the most reserved customer feel like a VIP, start sprinkling some "you" magic around. Watch your engagement soar and your brand grow more likable by the minute.

Ready to give it a whirl? Your brand—and your cash register—will thank you.

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.

Quote of the week 💬

"Using 'you' in your ads doesn’t just capture attention—it builds a connection!"

About the author
Gabriel Mays, the Co-Founder and CEO of POPSMASH
Gabriel A. Mays
Gabriel Mays' Website
Co-Founder & CEO at POPSMASH
Before POPSMASH, Gabe was a Director at GoDaddy and founded two startups. He was also a Marine Corps Captain, serving in Iraq and Afghanistan. He lives with his wife and two kids on Cape Cod, MA.

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