It's Not About You. It's About “You”.

I am a tireless proponent of reader-centered copy. Due mostly to human nature, many ads, brochures and other marketing communications speak mostly about the advertiser (or the advertiser's product or service) , rather than what the product or service will do for the reader.

Here's an easy way to help keep copy reader-centric. Put "you" or "your" into the headline. Doing so will help attract attention (everyone's favorite topic is themselves) and it will help steer the rest of the copy where it should go: into the benefits of the product or service to the reader.