And when I say “you,” I mean them (but say “you”).
It’s Tactical Tuesday, and this one’s about a fix that’s hidden in plain sight.
It’s this: changing your web and email copy from describing what you offer to describing what your customers and clients get from what you offer.
And making the change often doesn’t take much.
If you’ve written something like “We offer X, Y, and Z,” replace it with something like “You need {the outcomes of X, Y, and Z}.”
“We give…” becomes “You get… .”
“We’ve worked with X number of clients…” becomes “You’re in good hands… .”
“Our solution helps you with X…” becomes “Once your problem X is solved, you can do Y… .” And so on.
That little shift means that your reader is reading about themselves and not you. And there’s little more we, as people, like to read about than ourselves (whether we admit it or not).
If you have a moment, take a look at your most viewed pieces of copy (your homepage, introductory email, and opt-in?) and see if there are some “we”s that could be “you”s.
And then change them.
You’ve got this,
James
P.S. A little empathy: it is an easy fix to make (most of the time), but it’s also a hard thing to do right out of the gate.
Jonathan Stark – whose Email365 course is the reason One Creative Moment exists – encourages trying to start every email with “you” and not “I”. Let me tell you; it hasn’t been easy. I’ve failed at it more than I’ve succeeded.
P.P.S. An alternate subject line for this email was “Stop we-ing all over your website,” but I thought we were both better than that, so I didn’t use it.
Recent Comments