You

Compare the following sentences:

A: “I’ll need that document on my desk by 8 AM so I can be prepared for my meeting.”

B: “You have until 8 AM tomorrow to finish so we can be prepared for that proposal.”

And now, these two:

A: Let’s say I find a flight to Vegas. I can book the flight and lock in the fare. If I change my mind, I can cancel anytime for free.

B:┬áLet’s say you find a flight to Vegas. You can book the flight and lock in the fare. If you change your┬ámind, you can cancel anytime for free.

See the difference?

Your readers (of email, text, blog post, documentation, memo, sales copy, etc.) care about one person.

Hint: It’s not you.