Hello… I’m your reader.
Thanks for the free content, but I just don’t care.
Your free content is worthless, because content about you is worthless to me.
Hello… is this thing on?
We’re an egotistical bunch, aren’t we?
We love to talk about ourselves. We want to tell people how wonderful we are and blather on about how much they need us.
We ramble uselessly about our innovative products and excellent services. We’re all about us.
Want a tip? They don’t care about us.
They care about themselves.
Let’s Talk About You
For content to be effective, it has to be about “you” (as in them), not “we” (as in your company). Most businesses get this wrong, and every sentence (or almost) begins with “we.”
“We do this. We offer that. We, we, we…” all the way home.
Touting your own qualities and greatness has its place, but it can also be a huge mistake.
Want to avoid it?
Flip that attitude 180 degrees. Direct all your attention at the prospect.
What’s the number one rule of engaging people in conversation?
Don’t talk at them; talk about them. People love to discuss themselves. They love hearing about themselves even more. They want to feel as if someone cares… someone who’s listening to and acknowledging them.
People want to hear you hearing them.
You and Me = “We”
A good trick is to write your content as if you’re addressing readers directly, while focusing on their desires and needs. Don’t flatter your own ego by penning boastful descriptions of you and your business. Show people you’re listening instead.
Write for the person on the other side of the monitor.
You understand. You feel the pain. You know the suffering…and now you can offer the solution.
That’s where “we” comes in. Once you’ve established “you,” it’s easier to engage the reader and move into “we.”
Together, you and the reader become a team. Together, you’re resolving the problem.
We’re going to change your life (together). You’re going to achieve your goals (with our help).
OK, now I’m listening.