If ‘We’ score 80 and ‘You’ score 20… ’We’ lose
from Social Media Examiner
File under: Communication
How often have you gone to someone’s website and read, “We focus on the customer, and we do wonderful things, and we do it better than anyone, and we can solve all your needs, and we can...and we do...and we...and we…”?
‘If’ you read the whole page, it’s a good chance that you still don’t know why they are different because those words seem to be the same words that you read on their competitor’s website too.
On Social Media Examiner’s blog, they interview Pool Company owner and Marketing Guru Marcus Sheridan. It’s pretty eye-opening stuff about how to phrase your website (and all your marketing language as a whole).
The mistake he mentions that I see the most is the ‘We vs. You’ mistake. Here it is below:
"Here’s another test that you can do with your site right now. Count the ratio of “we” versus “you” on the website. You or yours. We or our.
If you look at most homepages, you’ll see that it’s 80% “we.” So if you have ten statements using “we” versus “you,” eight are going to be “we”-based, and two are going to be “you”-based. It needs to be the other way around."
This article is well worth the 15 minute read. Fair warning, it may cause you to get more business because you’ll feel compelled to re-write everything.
You’ve been warned.