hey miles here miles Becker calm in this
video you're gonna learn the number one
most important word for you to be using
in your content marketing in your
advertising in your sales copy and
pretty much everywhere if you're not
using this word and you're approaching
this from the wrong angle you will
they won't read your content they won't
watch your videos they won't take action
on your calls to action because you're
going to be missing them without this
word when you do use this word correctly
you play right into their thought
processes in a way that has them feeling
like you're having a conversation with
them exactly as I'm trying to do here
with you in this exact moment so what is
the number one word it's the word you
and it's writing all of your content in
a standpoint of speaking to the actual
person who you're communicating with you
want to be focused on one individual and
when you speak and use you speak kind of
phrases what happens is it actually
sinks into people because every human
being is tuned in to WI I FM what's in
it for me that's an old Zig Ziglar quote
and that comes straight out of old
school sales tactic but it's true
all human beings are going around and
pretty much the whole thinking process
is always in the form of questions and
it's always questioning what we're
observing in our environment and what
does this mean to me what does this mean
for me or what's in it for me and if
someone's reading your sales message if
someone's reading your advertisement or
even watching your YouTube video
listening your podcast that's what
they're thinking what's in it for me
what's in it for me and when you speak
to them with that you terminology right
not talking about yourself but talking
about them and their situation their
problems their wants their desires and
their potential solutions and outcomes
they get captivated by that and they
want to pay attention a real-world
example of this if you've ever met
someone who has a kind of a propensity
to talk about themselves in the presence
of you it gets pretty annoying
pretty quickly there are some people who
they just talk about themselves all day
long I did this I did that I'm good at
this I'm good at that and it takes about
two minutes maximum for most of us to
completely tune them out and start to
look for our escape route now if you're
writing or doing your videos or creating
content in a standpoint where you're
talking about I did this I did this I'm
like this we do this we do this no one
actually cares and they're gonna tune
you out just like you would tune out
that person that you met who does
nothing but talk about themselves social
media is a great example of this I have
put so many people on my Facebook feed
and even on Instagram on mute and
blocked them because all they do is talk
about themselves I traveled here I did
this I ate that I'm over here I'm so
good at this I didn't do that I'm not
good at this I fell down I slipped I did
this and those kinds of approaches to
content marketing really do repel people
because it's not inviting others into
the story when we use social media
digital marketing content marketing from
a standpoint of using the you more than
the I it actually draws people in
because the end user whether they're on
their mobile device or on their laptop
or reading or watching it on a video
they have the thought of wow they're
really talking to me I really feel I get
where they're coming from on this they
feel like they're having a conversation
because a real conversation I would ask
you questions where have you been what
have you been up to how is life what's
going on I'm asking you these questions
I'm not propelling my ideas or my
philosophies about everything I've been
up to in my life or what I'm planning
I'm asking you about yours and that gets
you talking cuz we humans we love to
talk about ourselves it is true but we
don't necessarily love to be in the
presence of others who do nothing but
talk about themselves when I was
building my marketing arbitrage business
when I was doing SEO services and
WordPress services people have asked me
a lot recently like how did you get
clients I would go in and meet business
owners whether it was at their place of
work at their business themselves or
whether it was at a networking event a
meetup group that I ran or
Chamber of Commerce event or a business
networking international event and I
would ask them questions where do you
get your customers from how will be
ranked on YouTube how well do you rank
on Google are you on the map
do you use WordPress who updates your
website how do you do content marketing
are you putting out marketing all the
time
how's your Yelp looking how are all
these things and business owners they
know they'll talk about it once you get
them talking they can get on role and
they will clearly if you ask the right
kinds of questions they will tell you
every single problem that they have
they'll tell you every perceived block
that they believe that they have they
will essentially tell you every single
objection you're going to need to
overcome if you're in a sales cycle with
them and then you simply gotta let them
know that you can help them overcome
their blocks answer their objections and
you've essentially kind of made it to
the point where they're ready for a
proposal and they're ready for your help
even in our videos you may have noticed
I started this video out with you are
going to learn the number one word I did
not start this video out with I'm going
to tell you what the number one word is
right it's very subtle and when you're
looking back in at your copy it's so
important to think and kind of have that
moment of okay did I position this with
the U word or I phraseology and then I
just go in and really work I said I I
totally notice it right there and
obviously it's unavoidable at some
points but then you are able to go in
and correct these moments in your copy
where you have used the other
terminology and replace it with you
based phrasing obviously you look for
where you've said I or we and then you
start to tweak that put the U in there
but then you got to change the words
around it so it makes clear sense it's
often a little bit of a mental exercise
and for me it's generally the last thing
that I do before publishing something so
for me to rephrase that to take a little
dose of my own advice it's going to be
the last thing that you want to do with
your copy before publishing it you will
run through and do your basic
proofreading your spell checking and all
of those things and then once you're
done with that you go through and look
did I use the word you or am i speaking
from an eye based standpoint and correct
as you need from there
because when your copy is written in the
right way when you use that you speak
and the readers who are finding your
content read your content they'll think
aha they get me they are speaking they
get me and when they have that moment of
comfort because you're using the right
language pattern that mixes in with our
natural way our brain asks ourselves
questions all day long and then your
content answers that question in the
right wording that matches with that
internal conversation I have the reader
your readers your viewers will get more
comfortable and more willing to go
through your content more and that's
obviously the goal right you want your
readers to read all of your blog posts
and then you want your readers to click
on your call to action at the end and
join your email list then you want your
readers of your sales letters or your
video sales letters to go through the
entire piece right if they don't if your
viewers don't make it through your video
sales letter if your readers don't make
it through your written sales letter
there's no way they're even gonna see
your offer so using the right language
patterns are so so so important and a
little kind of bonus thing here at the
end the number two word for you to use
in your copy is the word because when
you offer a because you need to do this
because when I say you need to write in
you speak because that's the way that
the brain works and your you speak
writing will play in with the brain I
have given you a reason why to do the
thing so when you are creating content
you and because are two of the most
powerful words that you can use and the
because gives them just a reason why the
thing you told them will work for them
so as you're creating your content I
don't care if this is free level content
or paid content be sure that you're
using that part of speech that comes
from a you standpoint so you're playing
into the conversation that everyone has
so you're answering that kind of
subconscious question that every human
is always asking what's in it for me and
when your content connects with them in
that way and all your competitors don't
get this and they're just sitting there
talking about themselves all the time
your content will get picked up you will
become the trusted advisor from this one
little tweak on your languaging patterns
I hope this video has been helpful for
you if you have any
questions get at me in the comments I'm
happy to answer your questions when I
have time give me a thumbs up if you
like if you know somebody who needs this
video grab the URL send it out to them
click Subscribe do what you do come
share engage however you want to share I
appreciate all the engagement I
appreciate you and I appreciate your
time I hope this has been helpful and
I'm gonna put out in another video for
you in a couple of days to keep moving
this forward to keep helping you on your
path of creating a successful online
business that is my goal that is my
vision I'm holding for you and I hope
you found this to be helpful again and I
look forward to connecting with you on
the next video until then be well and
I'll see you again soon
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