Joe Vitale suggests starting a post or sales letter using the pronoun “you” and making a statement that your readers already know to be true. This creates trust and a sense of comfort. Examples might be:
You probably already know…
You’re smart enough to realize…
Of course you’ve heard that…
You might be one of those people intelligent to spot this…
In doing this you are creating rapport through your use of words. And rapport is essential for building trust and confidence. And that’s essential for having any influence and impact over a reader’s actions.
