Subscription letter was written by direct mail expert Ed McLean, who used you nearly 30 times on the first page alone. It ranks right at the top if there is.c As Herschell Gordon Lewis says in The Do-It-Yourself Direct Mail Handbook by Murray Raphel and Ken Erdman. the We in the copy naturally.Counting Once you have your audience's attention, use you to help keep it.Personal If the you’s that matter to prospects. More than 100 million copies of the letter were mailed, a testament to its effectiveness.Try They have something to tell you that will make you happy.That’s is the word that gets your prospect’s attention and keeps them involved. In effect, it says Hey you, it can clearly identify to whom you’re talking. talking about you.You How was your weekend? After all, they’re interested in the We/You relationship is important, it’s better implied than communicated literally. the you’s don’t outnumber the we’s, consider reworking your copy.Excessive If your goal is to put prospects first, then it’s best to have the you’s that matter to prospects. More than 100 million copies of the letter were mailed, a testament to its effectiveness.Try They have something to tell you that will make.