Most businesses, when they’re talking about ‘we’ are actually talking about just themselves. That’s why customers ignore them.
“We were founded in 1998. We have more qualifications than… ahshitoffimnotbotheredImboredalready.”
The ‘we’ you should be talking about, is the business and its customers ‘we’. Both of you. Together.
When Nike said, “We Run Over a Million Miles a Day” in a 1970’s advert, this is what they were doing. It’s a lovely ad.
Here are the rules, follow them and your audience will feel involved and motivated to get involved with you. Don’t, and they won’t:
- Make it clear that we’re in this together. Where ‘this’ is the precise, distinct and important change we’re making as-one.
- Make sure the thing you’re in together, you both care deeply about.
- Make sure the thing you’re in together, you’re enabling better than anyone.
- Say it compellingly and consistently.
Most businesses, when they’re talking about ‘we’ are actually talking about just themselves. That’s why customers ignore them.