Web Copywriting - Address the Reader to Make it More Personalized

One of the important rules in copywriting is to write to your prospect in a one-on-one manner. You want to write your copy in that way so the prospect feels as though you're speaking to them personally. I refer to this as the One-Person Rule.

But a mistake some people make when writing their copy is not addressing the reader. When the reader isn't addressed, it can be easy to fall into the trap of writing in a one-to-many tone. Or the copy may feel less personalized.

To address the reader in your copy, you simply start with something like, "Dear Reader."

But you can make it more specific to target your prospect better. If you're selling a product to Internet marketers, you would write, "Dear Internet Marketer." Or if you're selling to single parents, you'd write, "Dear Single Parent."

Of course, the ideal way is to address the reader by their name. But that's usually not possible. You may be posting your sales letter on your Web site, so it's not possible to address the reader by name.

The best you can do is address them as described before. It's certainly a lot better than not addressing them at all. By addressing them as described above, it still has a personal feel to it. And it'll be more natural to write your copy in a way that speaks to your prospect in a one-on-one manner. Your copy will be stronger and get more sales as a result.

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Francis Lui is a web copywriter with web technical skills.