🏔️ It’s Not Us, It’s You

Hi friend,

Sandra here. At the risk of sounding too much like a motivational speaker, let’s talk about the power of “you.” Specifically, in the realm of copywriting.

Most Brands Rely on “We” Language

High-quality copy is one of the active ingredients that supports SEO-driven content. However, a lot of brands make one big mistake: They talk too much about themselves while trying to stand out.

It’s a hard habit to unlearn.

However, talking about your brand or services without addressing the problems that bring visitors to your pages in the first place doesn’t help them.

Here’s how you can start giving them the answers they used Google to find—and make your content more likely to convert.

How to Show Your Visitors You Can Solve Their Problems

• Don’t bury the answer—put it near the top whenever you can and follow with any supporting information that’s not as pertinent. Journalists call this the inverted pyramid.
• Look at any one of your customer-facing pages. Count how many times they contain “we” or “our.”
• Change them to either focus on “you,” or phrase them as questions or calls to action.
• Yes, that includes any messaging in your About page.
• Customers don’t want to see your brand in their copy. They want to see themselves.

It might seem obvious. However, it can make a huge difference in how visitors view the answers and solutions you have and establish trust. Best of all, they might reward you for it by being willing to convert and approaching you directly, instead of you having to chase them across the internet.