Stop Letting Your Wee-Wee Show
As business owners and marketers, we want to impress our prospects. So, in our marketing messages, we list a bunch of things we think will make us look more desirable.
“We’ve been servicing this community since the founding of our business, way back in 1984.”
“Here at Corporation X, we really care about such-and-such social justice issues.”
“We believe in delivering the highest quality experience possible.”
“We, we, we. Blah, blah, blah.”
And I get it. As the business owner, those things are all important to you. But they’re not that important to your prospect.
Here’s what to do instead.
I want you to put yourself in the shoes of your prospect. Imagine that your marketing message is like a first date with your business.
You show up to the date, you sit down and the person across the table won’t shut up about themselves. They never indicate any kind of interest in getting to know about you, or what’s important to you.
Talk about a bad date.
Now, would you call that person back for a second date?
Probably not.
When prospects come across your ads and sales pages, they want to hear about what’s important to them. They want to know that you care about them and what’s important to them. So…
Shut the f*ck up about yourself.
Instead, speak to the things that they care about. Their desires. Their fears. How their life will be improved by taking you up on your offer.
If you can explain their issue to them better than they can explain it to themselves, they’ll trust that you have a solid solution for them.
A lot of times, if you get just this one thing right, you’ll have people asking you how to buy before you’ve even made your offer.
Put away your wee-wee.
Less “We,” “Us,” “Our.”
And more “You,” “You’ll,” “Your.”
Speak about them, and what they care about, and they’ll be a lot more likely to pay attention to your advertising.