Do you “we-we” on your marketing copy?
A whole lot of people are doing just that lately, and it’s a darned shame, because it’s a sure way to get prospective customers and clients to “round file” your message.
What the heck am I talking about?
Starting your message with “We” or “I” – and continuing on by telling all about you. Even if you’re saying “We can help…” you’ve probably lost the prospect with your first words.
The truth is, your prospects don’t care about you. They care about themselves, and the only reason they’re reading your message is to see what you can do for them.
Harsh news, but true.
Think about yourself for a minute…
Say you’re thinking of buying a new mattress. If you get a mailing from a mattress store that starts out with:
“We’ve been selling mattresses for 35 years and we’re proud to announce the opening of our new mattress showroom.”
What would you think? I know what I’d think: “So what?”
Instead, they could say something along the lines of“Want to test and compare mattresses before you choose? You can test X different brands and styles when you visit our newly expanded showroom.”
And if you’re selling a service, such as real estate, the same applies…
Turn the message around and talk about “you” instead of “We” or “I.”
Instead of “We can help you…” change it to “When you need help…”
The rule of thumb: Do your best to begin each paragraph with a “you” focus. Then write your copy in such a way that you use some form of “you” at least 3 times as often as you use “I” or “We.”
