I was reading an article this week, and a single point stood out to me like a lightening bolt. The three most POWERFUL words you can use in your marketing are: YOU, BECAUSE, & NOW. YOU - It's about what matters to your audience, not about what matters to you. So much of our messaging is based on what is important to us, but truly effective messaging is not about us, it's about them. BECAUSE - This is the why, the entire reason why they care at all about what you are saying,