A colleague asked for feedback on a web page she wrote for a business in the healthcare industry. It was well written, and her main point was clear. However, the content focused on the business, not the reader. In 6 paragraphs, the words we and our appeared 18 times. The words you and your were few and far between.

Why was this an issue? Because the content stressed “Here’s what we do.” The benefit messages – “Here’s what you get” – simply were not clear.

The reader would need to puzzle out: “This business says it offers X. Now I must determine if that will provide the benefits or results I’m looking for.” This may not seem too difficult, but guess what? Most likely, the reader will not take time to connect the dots.

In website content and other marketing copy, you must clearly spell out the benefits and results the reader (your prospect) will receive from your products or services.

I encouraged my colleague to shift her content from “WE-focused” to “YOU-focused.” For example:

• WE-focused: As a Level II trauma center, we provide specialized care, and we can handle any emergency.
• Rewritten to be YOU-focused: In an emergency, you can rely on the specialized care of our Level II trauma center. (Notice that the content speaks directly to the reader.) 

Here’s another example, commonly found on the “About Us” page on a business website:

• WE-focused: We have provided reliable, award-winning products and services since 1999. Plus, we offer 24×7 customer service.
• Rewritten to be YOU-focused: Since 1999, customers like you have turned to us for reliable, award-winning products and services. Plus, if you need assistance, our 24×7 customer service team is always here for you. (Again, the content speaks directly to the individual reader.) 

TIP: Using the word “YOU” helps to clearly present benefit messages – a must when writing website content and other marketing copy.

When you put the focus on your reader, he or she will instantly grasp your benefit messages without needing to puzzle out “How does this relate to me? Can this business meet my needs? Should I contact this business, or should I look elsewhere?”

QUICK QUIZ: Is your writing WE-focused or YOU-focused? Take this simple test to find out!

1. Print a page from your website.
2. Grab a red pen. Circle the words we and our in red. Now count them, and write down the number.
3. Grab a blue pen. Circle the words you and your in blue. Now count them, and write down the number.

How did you do?

Ideally, you’ll have at least twice the number of the words you and your versus we and our. If not, rework sentences to incorporate the word “YOU.”

Remember, using the word “YOU” puts the focus on your reader (your prospect) – not on your business.

“YOU” is a hardworking little word. It practically guarantees that your website content and other marketing copy will clearly present “what you get” – the benefits and results your prospects will receive when they team with you.