I just received an email news letter, I'm sure you get load of these as well.
I had a quick scan down the copy as it's about a product I use a lot and I'm having issues with. So the timing of the email was great for me.
But once I started to read the copy I realised that the news letter wasn't written for me it was written for the MD of the company. The first 4 paragraphs told me about what the company had been doing.
To summarise the copy was all about "We".
We've been busy, we've done this, we've don that - you know the score.
I'm sure this company are really proud of what they've achieved and so they should be.
But in the end I selfish. I want to know what they can do for me? How can they solve my problems? Why should I spend my cash with them?
If they had started these paragraphs with You or Your, the readership and final actions, which is what counts, would be greatly improved.
The lesson? Always put the customer first, they don't care about you. They are selfish like you and me, give them what they want.