Are you familiar with the most powerful word in marketing? It’s not the four-letter word typically associated with that claim.

For years, you’ve probably heard that the most powerful word is “free.” Other people will suggest that it’s “sex” or something similarly salacious. But the fact remains that no word is as effective at grabbing attention, creating connections and motivating actions as a simple three-letter pronoun.

It’s you. Not you personally, but the word “you.” And the reason it works so well is that we all do take it personally. When someone uses “you” in conversation, you subconsciously perk up in the same way you do when you hear your name.

Click here to read the entire article in the latest issue of Smart Tan Magazine online.