How a powerhouse of a word can pay big dividends

By Carol Worthington-levy

I like the idea of something caressing my skin instead of just sitting there. And it’s pretty hard to resist if you’re hoping to have a sweater that flatters during a time of year when warm layers hide all that hard work you’ve put in at the gym! Some brief but fine salesmanship here.

Many writers and clients don’t believe “you” is appropriate in B-to-B catalogs, but I totally disagree: They’re missing out on the power of “you,” too!