If you want to persuade voters to vote for you, donors to donate to you and volunteers to volunteer for you, you need to write about them, not you.
Often this is simply a matter of just changing around a few words of your existing copy. Consider the following from Kevin Donlin, author of The Marketing Multiplier…
“Unless your website is written by a professional copywriter, or unless you’re really good at this, just replace all the I, we, our, my, mine – all those pronouns in your web copy – with you, you, you, your, your. Just completely rewrite what is written; everything you say on your website in terms of ‘you.’
“So instead of ‘I’ve been in business since 1995,’ rewrite that to ‘You will benefit immediately from my 21 years of experience.’
“This forces you to write in the voice of the person visiting your website because people only visit websites to solve problems at the end of the day. And if you can just rewrite all that copy from I-me-my to you-you-you you will immediately improve it.”
Or to put it even more simply: Change everything from “I have” to “you get.”
And you can get there simply by using two simple words: “…so that…”
You should vote for me so that you get (benefit to them).
You should donate to my campaign so that you get (benefit to them).
You should volunteer on my campaign so that you get (benefit to them).
I have. You get. It’s just that simple. Yet the vast majority of candidates and campaigns don’t do this. Don’t be like the vast majority of candidates and campaigns.
Dr. Chuck Muth, PsD
THE CAMPAIGN DOCTOR
Professor of Psephology*
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* Psephology (see-follow-gee): The study of campaigns and elections