It's all about "you"

You want to be using a lot of “you’s” in your writing. At least, you want to be using more “you’s” than “I’s”. You are always writing to a reader and when a reader reads a “you”, they feel like they are being addressed personally. They become more engaged. When they read an “I”, their interest wanes.

Most of the time you don’t think about this consciously as a reader, but your brain picks it up. Maybe it’s the way we’re hardwired to always be wondering: what’s in it for me?