It's all about 'YOU'. No, not you... Them.

I have two friends who went on a magnificent trip together. When they returned I had lunch with one and asked, "How was the trip?" He spent the next 20 minutes showing me photos of himself standing in front of statues, buildings and scenic overlooks. He gave me every opinion he had, told me about the food he'd eaten... and unfortunately bored me to tears.

A few days later I caught up with my other friend and casually said, "I heard you guys had a good time on the trip." To which he immediately responded, "You would have loved it!"

He then continued, "Imagine climbing a long sloping hillside, covered with ruins - not centuries old, but millenia! You walk along a scraggly ancient path, the same one trodden for century after century, up to the top of a mountain, and as you crest the peak you look down into one of the most beautiful horseshoe shaped bays you could ever hope to see. Filled with the kind of crystal-clear blue water you've only seen in the movies!"

Although they went on the same trip, only one of them inspired me to want to re-enact it. That's because he was focused on sharing the experience with me - not focused on telling me about his experience.

So who are you focusing on with your writing, social media sharing and advertising projects? The most powerful word in the English language is YOU.