What’s wrong with “we?”
A month or so ago, I’m on the phone with a new client and his marketing team. They want my honest opinion about their home page, so I give it a quick once over and say, “It’s all so self-serving. The word ‘we’ is the subject of practically every sentence.
Someone on the other end of the line doesn’t like what I’ve said.
“What’s wrong with we?,” he protests. If I was in the same room, I might have kissed him for writing such a great line for me.
Though it’s the bane of copywriters the world over, in one form or another, clients have been asking this question since the beginning of time.
I go on to explain the website visitor isn’t there for “we.” He’s not interested in your company.
He’s dealing with a challenge. That issue got him a’Googleing and lucky for you, it drove him here.
If you feed him a steady stream of “we, we, we,” and start singing your own praises, he’ll head right back to the search engine and find someone who’s sincerely interested in helping him solve his problem.
That’s what’s wrong with “we.”
Related: A client asks, What Would You Change About Our Website?