The copywriting rule to rule them all

I've found data that backs the #1 rule you need to know to write excellent copy.

You've probably read that "Customers don't care about you. They care about what you can do for them."

It seems obvious, but how can we be sure that it's true?

It turns out that the evidence has been in front of our eyes all the time—in Facebook's ads library.

All the fastest-growing brands I can think of have a lot of "you" and almost no "we" in their ads.

Here's how many times the words "we," "you," and "your" appears in Shopify's, Oura's, and Eight Sleep's Facebook ads:

Shopify: 3 we, 195 you/your

Oura Ring: 0 we, 96 you/your

Eight Sleep: 0 we, 12 you/your

Giant copy lesson in there: Don't write about you, write about what's in it for your customers.

Find your favorite brand in the ads library. How many "we," "you," and "your" do you count?