It's all about you, but not about you

There's an easy way to grab attention and get potential visitors interested in what you have to offer, whether you write on a website, social media or a mailing. 

Turn your sentences around.

Here's an example of what I mean. The first version was written by someone who sells home-baked brownies: 

Our Brownies are lovingly made with local ingredients. Before selling them, I spent hours perfecting the recipe for my signature chocolate brownie – testing each one personally… I then chose flavours I thought my customers would enjoy and now offer 16 delicious flavours.

It's not a terrible sales pitch. But there are ways it could be improved: 

What local ingredients? They could say something more specific to make this more credible and memorable

'I spent hours...' 'my signature...' 'I chose flavours...' focuses on the seller and doesn't really involve the buyer. 

'16 delicious flavours' - sounds great, but doesn't get anyone excited because they don't know anything about the flavours. 

Here's a different approach:

How much do you love chocolate? Milk chocolate, or maybe double choc-chip, chocolate orange…

I’ve spent hours perfecting them for you, using local ingredients such as Our Cow Molly butter. Find your favourite – choose from 16 delicious flavours including x, y, z

In this version the first sentence uses 'you' to address the reader directly. A question involves them. 

A chocolate lover will be attracted to think about those flavours. Someone who doesn't like chocolate won't be interested, but they're not the market anyway!

The second sentence gives a little more detail. 'Your' involves them again. The list of flavours makes it easier to choose. Instead of someone thinking 'am I interested?', they start thinking 'which of those flavours do I like best?'.

You can do this too. 

Just turn round your sentences so they're more about the reader/potential visitor than you.