It’s probably the number one rookie mistake in advertising and marketing copy writing.  It can tank an otherwise exceptional sales offer to the exact right audience. It’s guaranteed to bore readers and listeners to death, and it’s a downright sin in direct response. What is this ill? It is writing or talking about – or to – ourselves rather than our potential and current customers.  In other words, speaking in the language of “me” rather than “you”. And it's both so pervasive and toxic that it's exactly why when it comes to much of what you write online – from your email offers to your social media status updates to your product and sales pages – it’s imperative that you answer the question eternally hovering on the tip of your readers’ tongues: WIIFM? (What’s In It For Me?) In other words, that you learn to speak the Language of Results.  

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