So, tell me which word—“we” or “you”—makes a stronger statement in B2B advertising, web copy or direct mail? That’s right; “you” is the best approach for drawing your customers to your message. That’s who is being addressed and that’s who will ultimately buy your product. So, give all your headlines and copy the “you” treatment for maximum effectiveness.

A few strong “you” headlines:

IBM: “What if your supply chain saw what you needed before you did?” Two “yous” and a “your” in a question.

Panasonic Toughbook: “In your world, your computer should be your fortress.” Packs three “yours” in a short, punchy headline.

Scottrade: “No one has more vested interest in you, than you.” Two “you” references in an intriguing statement.

Compare those with these national advertisers’ much weaker “we” statements:

“We turn business problems into wireless solutions.” Huh? What’s in it for me?

“We speak car. And apparently quite well.” If you’re trying to impress me…

Do you have any great “you” headlines to share?