Why ‘We’ is an Ugly Word in Copywriting

Copywriting / 27 Sep 2021

Of all the ugly words you can think of, ‘we’ probably isn’t one of them. However, in the copywriting world, it’s a big, fat nope. 

Making it all about the business is an error we see made time and time again. In fact, we feel so strongly about it, we’ve written about it before. 

In our professional opinion, ‘we’ places a big gnarly barbed wire fence (an additional obstacle of your own creation) between you and your prospect, which you then have to overcome. 

And, like the ugly sisters at Prince Charming’s ball, ‘we’ has no place in your copy.

Copywriting is a Conversation

Imagine a casual conversation with a friend over coffee. You’re in an intimate setting. You have each other’s full attention – it’s easy and relaxed. 

Now imagine a pitch with harsh lighting. Someone’s talking at you about their approach to digital marketing, how everyone’s doing it, and why you should too.

Scenario A (casual coffee) is a conversation between equals. There’s no pressure, conversation flows, and it’s an enjoyable experience.

Scenario B (pitching) feels different. Instantly more formal, feeling like you’re on opposite sides, you’re understandably wary, and, on some level at least, your barriers come up.

When you’re writing to a prospect, always aim for scenario A. 

When people feel relaxed, they’re more receptive to what’s being said.

Creating a warm, conversational, intimate tone of voice builds trust, shows respect, and most importantly, demonstrates that you see your prospect as an equal – not someone inferior in need of conversion.

Copywriting is About You and I, Not Us and Them

Purchases based on ‘we’ often arise from a sense of FOMO (fear of missing out) in a prospect and inspire action through that anxiety. Using ‘we’ also alienates potential prospects by focusing on something they lack rather than something to gain.

Using ‘you’ does the opposite. It speaks to a person directly, talks them through their problem that you alone understand, and makes them feel important, empowered even.

Think of the best customer service experiences you’ve ever had. Chances are, the salesperson spoke only to you about you and your problems, and why only they were best placed to offer you a tailored solution, transforming your personal pain into maximum gain.

As a prospect, I’d rather commence my customer journey feeling heard and empowered through a carefully constructed 1:1 conversation than alienated through a fear-fuelled power play.

Your Copy Should Never Be About Only You

To avoid doubt, the key thing to remember about brand messaging and the main takeaway from this blog is this: it’s not, and never should be, about you.

Using ‘we’ to create an ‘us and them’ mentality, makes your message all about you, which misses the point entirely.

Flip your perspective. A prospect’s primary, and often only, the concern is themself: their pain, their problem, and your capacity to offer the solution. 

Keep in the forefront of your mind at all times: what’s in it for them? Sell them a transformation, not your manifesto. More money, an easier or more enjoyable life, these are the things that matter to them – draw on that and use it to your advantage.

It’s insights like these that make professional copywriting services a game-changer when writing for your client’s businesses as part of their digital marketing strategy. 

White Label Copywriting Anyone?

So, you’re thinking of adding a copywriting service to your already well-strung agency’s bow? 

A word of warning – an effective copywriter is a whole different beast to an all-around writer with a nice tone of voice. 

Copywriters write to sell. Their expertise draws on principles from biology, psychology, and neurolinguistics. They’re highly astute in human behaviour, motivation, and decision making processes.

Finding a great copywriter is time-intensive. As you know, in the digital marketing game, time is money. There’s the advertising, analysing applications, perusing portfolios, endless interviewing, and aptitude testing. All especially tricky if you’re not a writer yourself – how do you know what good looks like? Then, when you finally find a candidate, there’s onboarding and so on. 

It’s neverending nonsense – especially when you’re a busy agency owner looking to scale.

Then there’s the alternative. 

Give us a call with a brief, and we’ll do the rest on a white label basis. Leaving you free to focus on the big questions, like which industry to dominate next.