BizSugar.com › Online Marketing › 5 Things the Original Sears Catalog Can Teach You about Website Copywriting

1. Write TO the customer, not ABOUT your company – Richard Sears understood that the customer should be the focus, not Sears. Instead of writing “We have the lowest prices” he would write “You’ll pay far less at Sears.” Count how many times you use the words “we,” “us” and “our” in your copy. The word “you” should be used far more often than those.