Warning! This Copywriting Article Contains a Really, Really Bad Word

evil copywritingIn a recent blog post about digital copywriting I mentioned pet hates. So I want to talk about the root of all evil when it comes to copywriting. I want you to hate it, I want you to think “No!” when you see it and I want you to slap your fingers if you even think about writing it.

What am I talking about? What is this root of all evil?


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In copywriting, the word ‘we’ is a really, really bad word. But why is ‘we’ a really, really bad word? It’s because it’s used when we talk about ourselves, about our business. But guess what! Your customers and prospects don’t want to hear about you, they want to hear about them. They want to know that you understand their problems, their needs and they want you to show them how rosy their future will be once they’ve bought your product or used your service.

So here’s what you do. Go through all your emails, your website, your leaflets and cut out the word “we”. Change the sentence so it focuses on your customer or prospect by using the word “you”. Do this on all you copywriting, even on your About Us page on your website. Tip: Show them how you can solve their problems don’t talk about your XX years’ experience or your awards.

Remember, when it comes to your customers or prospects, to quote McFly (don’t ask, my youngest is going through a stage), “It’s all about you.”

Of course there is always an exception to every rule, so here’s the exception to this rule about not using the word “we” in your marketing copywriting.

“We promise you”

This is your one chance to talk about yourself, your business, tell your customers and prospects why they should buy from you. In other words promise them that you’ll give them what they want and need.

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