Does Your Messaging Pass the ‘You’ Test?

“The ‘you’ test is the quickest, surest way I know to judge whether materials are basically ‘donor ready.’ And it’s dirt simple. I invented this test, and I fully expect to get the Noble Prize in Usefulness some day. With [a] red pen in hand, circle each time the word ‘you’ appears in your material — any form of ‘you’: you’d, you’ll, your, you’re, yours, you’ve.