I am a pretty good writer. (Ask my mom.)
But early in my career, I suffered from the same malady as most marketing copywriters: I WeeWee’d all over our company’s customers. I used the words “we,” “us,” and “our” about 10 times more often than I said, “you” and “yours.”
I was a pretty good writer, but I didn’t become a great writer until I got over myself and my company. I didn’t really start a serious marketing copywriter career until I learned that It’s Not About Me, or Us or Our Company.
It’s about our clients, our prospects, our customers…and what we can do for them.
Human beings are inherently self-centered. Whether consciously or unconsciously, each of us wants to know, “What’s in it for ME?” That’s why the words “you” and “your” are magic.
If you’re concerned that your copywriting is repelling customers instead of reaching into their wallets, check out this great copywriting tool: the WeWe Calculator. Copy and paste your marketing diatribe into the box, and the WeWe Calculator will tell you how often you toot your own horn, versus speaking to your clients’ needs.
Because it’s not about you…and the sooner you learn that, the more money you can make selling to the people who do matter: your customers.
