How to Use the Magic Word of You to Boost Your Sales, Profit and Profile

It’s been said that the most magical word for all of us is our name. You can be in a crowded room, in deep conversation when suddenly you hear your name spoken and wham! You become very aware. That’s how special that word is to you and your mind, However, there is another magical word. This word, when used, creates the pathway for your sales messages into the mind of your customer.

That ‘magical word’ is YOU – you see the more you use the word ‘you’ or ‘yours’ or ‘them’ or ‘theirs’ you are talking directly to your customer in their interest.

Conversely using words such as ‘I’ or ‘We’ means you are talking about yourself which turns your customer off.

Here’s an example on how powerful the word you can be for you and your sales messages:

First, you’ll read a typical sales message, then you’ll see what happens when the magic ‘you’ is used.

Here we go!


“Dear Mary,

Further to our meeting the other day please find enclosed the quote I promised to send you.

As a reminder we’ve been in business for 35 years and are proud of achieving ‘Best Business in the UK’ for the second time running.

We’ve recently moved into our prestigious premises just off the high street which boasts the latest technology to help local businesses become more successful.

Please do not hesitate to contact me should you have any questions to ask.

Yours sincerely,

Jane Smith,”


The You:Me ratio being 4:6! (Bear in mind the aim is at least 3:1 you to me ratio).

Ok, now let’s see the difference with the power of ‘you’.


“Hello Mary,

It was great to meet you the other day and thank you for your warm welcome and for going through what you and your business were looking for with regards to your sales and marketing strategies.

You’ll find enclosed your ‘Action Plan’ to develop more profitable sales in 2020 and beyond!

I’ll call you tomorrow to go through your next steps in making this a reality for you and ABC Company.

Until then …

All the best,

Jane Smith

PS I nearly forgot! You’ll also receive a special package in the post which I’m sure will intrigue you.”


Let’s check out the You:Me ratio with the above example:

13:4 !! (Excellent; approx. 4:1)


Action steps.

Review your written sales messages and do the exercise above. Highlight all the you, your, their name words with a green highlighter pen and all of the I, we, me words with a red highlighter pen. Your aim is to have at least 3:1 you to we words!

And of course, the above can easily be weaved into your spoken presentations too!

To find out more about Sales Hypnosis and how it can help you and your business claim your free Sales Hypnosis audio download at

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