Our messages must serve our audiences, and two words are most helpful in achieving that goal. Darren and Mark expound on the power and value of the words 'YOU' and 'YOUR,' as well as their unforgettable impact on our audiences.

SNIPPETS:

• 'YOU' and 'YOUR' are enormously powerful words

• Examine your 'I/YOU Ratio'

• These words draw audiences in

• Usage makes our content relatable and relevant

• They engage people's brains

• Put your audience in your story

• Change 'I' to 'YOU' in stories with "IMAGINE:"

• Replace 'I' with 'YOU' with "PICTURE THIS:"

• Avoid "You guys"

• Replace "How many of you have…" with "Have you…"