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Ask somebody to sit down and write about their business and it usually goes a little something like this: “We have been established since… we work with… we work across… we provide solutions for… we pride ourselves on…” Without realising it, they’ve fallen into the bad copy trap at the very first opportunity. Because when it comes to copywriting ‘we’ is a bad, bad word. Why?  Truth is your business isn’t really about you – it’s about your customers.
And they don’t want to hear about you – they want to hear about themselves, about their problems, their needs and their solutions. So how do you avoid the ‘we’ trap? The trick is to flip the way you approach your copy – stop thinking ‘we’ and start thinking ‘you’ instead. There are few words in the marketing world as powerful as you. It engages your customers, it personalises your content and it makes it oh so easy for them to relate to what you’re offering and quickly see how it benefits them. By routing out and rewording each ‘we’ you very quickly change the way you approach your copy, and in turn, the way you approach your customers. You’re more direct, more compelling, and more likely to get results from your content. A small change that has a really big impact. We come to the rescue of plenty a project that has stalled at the copy stage. Not sure whether to handle your content in-house or outsource to a pro copywriter? Check out our blog to help you decide. |