You versus me
The single best way to improve your communications - online, verbally or in print - is to change your point of view. Stop writing about your company and start writing about your customer or client. The concept is simple. The execution is much harder ... but it can be achieved with a little practice.
Let's face it. The most important person in the world to you, is you. Even if you try your hardest not to be self focused, it is human nature to be conscious of our own best interests. So why, why, why do business owners and marketing managers across the globe persist in focusing attention on themselves and not the reader?
Here's an example of 'me' focused copy:
" Image 7 Group has a unique blend of expertise and resources developed over 20 years in the communication industry."
Really. Who cares. I'm just blowing my trumpet but no one is listening.
Here's the same copy with a reader or 'you' focus:
" Your communications will perform better with the expert advice and over 20 years of experience the Image 7 team bring to each of your business problems."
Is it always that easy to change the point of view? No. But I've yet to find a copy that can't be rewritten to change the focus.
Here's a challenge. Read your corporate or sales brochure and tally the number of 'me' statements - words such as "we", "our", "us", "XYZ Pty Ltd". Now count the 'you' words - "you", "your" and the like.
Here's the crunch. If the 'you' words don't outnumber the 'me' words by 5 to 1, then you are not focused enough on your customer.
It works in verbal presentations too. Just this week I read about a US restaurant that asked servers to use phrases like "for you" when talking with patrons. Tips increased by 20 per cent. Unfortunately, I can't verify the story with a published account but the results are very believable.
It's amazing the difference a point of view (or 'point of you') can make to your business.
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