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: Let’s say you find a flight to Vegas. You can book the flight and lock in the fare. If you change your mind, 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.