I would like to say Thank You to my favorite copywriter Mary Rose Maguire who is my guest post writer this week. She has been gracious to share her wisdom with you. I know you will learn the secret to that one word that will improve your website headline.

My good friend Mary Rose Maguire

There is One word that will improve your website’s headline.It’s not the word “free.” And it’s not a “call to action” word like “special offer” (although both are great words to have on your website at some point).

It’s a word I already included in this post’s title.

It’s the word “YOU.”

You know that you have something to offer. You’re understandably excited about your product and service and want your prospect to get excited about it, too. But if all you do is talk about your product or service without taking the time to understand your prospect’s pain... AND include the all important word “YOU” in your copy, you’re not going to get far.

In fact, there’s a good chance your prospect will ignore you.

Claude C. Hopkins, who is acknowledged by many as the “father of copywriting”, said this regarding headlines in print:

“People will not be bored in print. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they choose their own companions, their own subjects. They want to be amused or benefited. They want economy, beauty, labor savings, good things to eat and wear. There may be products which interest them more than anything else in the magazine. But they weill never know it unless the headline or the picture tells them.”

Hopkins wrote these words of wisdom 90 years ago, but they’re still relevant. If your headline doesn’t have the word “YOU” in it, then it won’t grab your reader’s attention as quickly as it could if it did have that word.

Think of your prospect as a person who just entered the room of a networking event. She scans the room and sees that everyone is involved in a conversation.

Finally, she cautiously walks up to you as you’re chatting with another business owner.

She stands there, a bit awkwardly.

Now, what would you do if you knew there was the potential to do business together? (And you never know, so that’s a trick question.)

Would you ignore her? Probably not.

You would turn to her, introduce yourself and perhaps the other person, and then say something along these lines: “We were talking about ________ and wondered if you experienced a similar issue.” Or, “Is this the first time you’ve attended one of these events?” Or, “Tell us a little about your business.”

Notice that “You” was in every one of those possible responses?

When your prospect visits your site, she is, in essence, just entering a room where there is a lot going on. She’s new. She doesn’t know anything about your company. But she’s looking to see if your company has something that will interest her.

But first, she has to be pulled into the conversation.

That doesn’t happen if all you’re talking about is your company.

Just imagine if you were once again, in that room at the networking event. What would happen if each person who tried to talk to you would hear this: “Let me tell you about my company! We do “X!” And “Y!” And wait until you get a load of “Z!” We’re amazing! We’ve been featured in all the major business newspapers and we’re simply the best at what we do! Let me tell you exactly how we do things that make us so great!”

You’d turn tail and hide out around the appetizer table, wouldn’t you? Or beg off, saying you had to visit the restroom. Anything to get away from such a bore, right?

So. Don’t be a bore with your website copy. Include your website visitor every chance you get by using the word “you” and getting inside their head, feeling their pain and then drawing them gently into a conversation.

I’ll guarantee that no one will run away from you. And if you’re really good, you just might get their number with a “call me” written underneath.

Test it and see what happens. I have a feeling you’ll be pleasantly surprised by the results.

Mary Rose Maguire is the founder of Maguire Copywriting and an accomplished copywriter and marketing specialist. With over 25 years experience in marketing, copywriting, newsletter creation, design, and communications; Mary Rose helps clients market their message. From ideation to the final stage, Mary Rose works with her clients to create compelling copy that converts prospects and builds loyalty. You can visit her at http://www.maryrosemaguire.com.