This is a diagram I often draw in training courses (the photo is me speaking at a Success Matters event in St Albans earlier this month).
The stick figure at the top of my drawing is you.
The stick figure at the bottom is your reader.
You have a message you want to get into the brain of your audience.
The problem is that they already have something in their brain. They are thinking: “What’s In It For Me?”
Chances are that your message includes the words ‘I’, ‘Us,’ We’ or ‘Our’.
But the only words that answer the question in the mind of your reader are the words ‘You’ and ‘Your’.