Today I want to teach you about one of the greatest copy hacks I’ve ever learned.
Ok, that’s a bit of a stretch. But it is a powerful and game-changing way of editing copy.
And in case you can't tell, I’m using it right now.
I call it “The Pronoun Plus Technique.” And there are two steps to it.
STEP ONE: After your research phase, but before you start writing anything, create a list of ways to describe the business, product, or subject you are trying to sell. (Hint: They’re usually tied to the benefits. But not always). They don’t have to be extraordinary or clever either. That part comes later.
STEP TWO: During your editing phase, perform a Pronoun hunt. Find all the times you write “He,” “She,” “it,” “them,” etc. Replace them with the proper names that the pronouns refer to. But to spice things up, replace some of them with the descriptions you prepared before writing.
I’d show before and after examples, but I'm much more interested in seeing examples of yours in the comments below.