How a powerhouse of a word can pay big dividends

By Carol Worthington-levy

Clearly, the second block of copy is the stronger and the primary reason is the inclusion of “you.” New Pig uses the direct reference to the reader to get from “Which is the best scraper mat?” to “Which is the right mat for ME?”

That’s a huge leap in the consideration cycle! Of course, New Pig takes it a step further and tells the reader who this mat is good for, listing all the locations that can benefit from having such a mat. Extra words to write? Sure! But they pay for themselves.