Are YOU talking to your audience?
22 / 06 / 2017
Yesterday I had the privilege of speaking to a group of mastermind estate agents. In our session I asked them to look at their own websites and note how many times they used the word YOU.
Go on, I dare you, take a look at yours right now – I can wait for a moment!
Was it a few times here and there? Or were they frequently dotted around, across a number of pages?
Why is ‘YOU’ important?
Writing about your company is hard, I know that. Do you know how long it took me to get the design and copy I wanted right for my website? One year, and I still keep tweaking things and messing about with it. I would much rather write your website than have to write anything about me and my business.
But as I said to the group yesterday, the best person to write about your business is you. You are the one who hustles every day to drive it forward, win instructions, and create a business you’re proud of. You know how it works, what you provide, and how you make your clients feel.
Everyday I look at estate agency websites and ponder why they want to preach at their clients rather than talk to them. There is nothing so effective at building trust with someone who is reading your website than making them feel like you are speaking directly to them.
‘You’ is the most powerful word when it comes to creating engaging content, but how many of you use the word often enough? How many of you hide away in the world of ‘we’, where it is safe and comfortable?
Using ‘we’ is like having a conversation with a client that is all one-sided and all about you, rather than a two-way chat where you focus on their wants and needs. Which one will encourage clients to warm to you, and which will make them tired of what they are reading?
Take a look at this advert:
The underlined word is ‘you’, but what does it make you think? “When is the last time I had my brakes tested?”
Already, I am engaging with the advert, and the same principle applies to your website. By using ‘you phrasing’ you are unconsciously helping your clients to engage with your site.
It is not just your website where ‘you phrasing’ is important; you should use it everywhere: blog posts, brochures, letters, newsletters, social media and everything in between. If you want to grab the attention of your clients, talk to them.
That is not to say that you can’t or shouldn’t use ‘we’, but really think about how and when you use it, and how frequently. You want your clients to feel as though they are the centre of your website’s story, not you!
‘We’ kills persuasion, and isn’t that the job of your website, to persuade them to choose you?