"It's not what you say, but how you say it" is a common cliché for speakers trying to connect with others.
But according to in the Proceedings of the National Academy of Sciences by Assistant Professor of Psychology Ariana Orvell and Ethan Kross and Susan A. Gelman of the University of Michigan, it may just be that "you" that really matters when it comes to what we read.
In a series of studies, Orvell and her colleagues found that ideas expressed with what they identify as "generic-you" increased resonance, or a sense of connection, with readers more than phrases or ideas lacking the word.