American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

Successful copywriting uses _____ and is _____.

1. "one" or "they" rather than "you"; is subtle and abstract

2. "you" rather than "one", or "they"; is not subtle or abstract

3. "you" rather than "one" or "they"; is subtle and abstract

4. "one" or "they" rather than "you"; is subtle and abstract

The correct answer is: "you" rather than "one", or "they"; is not subtle or abstract

The choice indicates that successful copywriting utilizes the word "you" instead of more distant pronouns like "one" or "they," which helps make the content more engaging and personal for the reader. This technique creates a direct connection between the writer and the audience, encouraging them to see themselves in the message and improving the overall effectiveness of the communication. Moreover, stating that successful copywriting is "not subtle or abstract" is important as effective copy tends to be clear, straightforward, and actionable. This clarity helps ensure that the audience easily understands the message and can relate it to their needs or desires, which is a crucial element in driving engagement, interest, and action. In sum, utilizing "you" fosters a personal connection, while the clarity and directness of the writing ensure that the message resonates with the audience without ambiguity.