I, Me, My, We, and Our

Lose To You and Your!

     Unless by some miracle,  you’ve managed to uncover an exception, I believe it’s safe to say that You and Your win 100% of the time!

    So howcum  the vast majority (MUCH more than 50%) of small business advertising and marketing consistently takes the loser position of emphasizing I, Me, My, We, and Our? 

     The answer no doubt  has to do with the fact that entrepreneurs tend to be more self-centered than corporate types, and may lack certain psychological-impact-of-word-usage awarenesses. That tendency is not necessarily a bad thing, it simply is.

     Most entrepreneurs  probably skipped through, over, or around English, creative writing, and psychology coursework in school as they marched to different drummers on paths less traveled to innovate and create and pursue their business ideas. 

     The only problem  with this is that when small businesses beat their chests and tell everyone how great they are and why they’re better than their competition: NOBODY CARES!

     Let’s put the fact that you own  and/or operate or manage a business off to the side burner for a minute, and examine this paradox from your own personal perspective. Surely, YOU purchase products and services for yourself and your family and your business because you believe there are benefits in what you choose for yourself and your family and your business.

     So why would you think  that what you have to sell would be any different? Why would you think that others would spend their money on your products or services for any reason other than that they believe them to offer,have, or promise a benefit to them?

Customers really don’t

                                          

care about how great

                                             

you think you are! 

                                                                                          

     So why does the wording you use  in your brochure, on your website, and in yours ads and commercials emphasize your reputation, your company history, your mission and vision statements? Credibility can be worded to be a benefit instead of a boast. Why does what you say focus on ANYthing besides what the benefits are?

     Cars, parts, appliances, homes, vegetables,  personal and professional services, healthcare, boots, lightbulbs, newspapers, cruise ships, circus acts, roofing and flooring, ice cream, software, fish, septic systems (which may require upgrading if you eat too much ice cream and fish together!)

     Nobody gives a flying frog  about the features of any of these, or any products or services, except tp be able to tick off a bullet list to impress friends, justify expense, or appease parents or bosses. Customers ONLY care about what’s in it for them (to purchase your offerings). What specific benefits will someone gain by buying your product or service?

     This all translates to  removing I, Me, My, We, and Our from your marketing, advertising, sales, PR, and promotional language. Replace them (and the emphasis) with You and Your. Watch your sales rise.

# # #