When I’m proofreading copy, I always make a point of scanning for the following words: we, our and us.
Why? Because when these words appear in a piece of writing, it’s almost always a sign that the author is focusing too much on themselves (or their company) and not on the person who really matters: the reader.
Look out for these three little words in your own writing and, when you find them, consider rewording to use words like you and your. It’s a simple change, but one that will drastically improve the connection between you and your reader, delivering superior engagement and boosting conversion to sales.