How a powerhouse of a word can pay big dividends

By Carol Worthington-levy

But this year it appears that “YOU” has become more important. And while most catalogs and Web sites seem to pretend this word doesn’t even exist, they’re missing out on a personal powerhouse word that trumps all others when used properly.

I reached this conclusion because, like many customers, I’ve gotten tired of being treated like a number or a “catalog recipient” instead of a customer. We’re held at arm’s length in most of the copy we read, and it’s not unusual to feel spoken down to — even insulted!