You’re a marketer trying to reach an audience. But you’re fumbling for the right words and tagline.
You’re revamping your company website or social media channels. But you’re struggling for the right things to say.
You want to connect with people at work. But you keep talking about yourself.
The answer might be more of “you” — literally.
A bunch of things I read recently coalesced into a moment of illumination for me. It goes like this: Less of me, we, I, and passive voice stuff in what I’m saying, writing, or even singing.
And more of you.
Talking, singing and writing about you, that second-person pronoun that includes your, yours and yourself, can build connections.
It spurs people to think. About themself and others.
They get involved in the conversation. They sing along.
They start a mental journey that takes them to a you in their life.
In every case, they’re engaged.
Let me give you an example.
Ed Sheeran in “Thinking Out Loud” sings these lyrics:
“When your legs don't work like they used to before | And I can't sweep you off of your feet | Will your mouth still remember the taste of my love | Will your eyes still smile from your cheeks | And darling I will be loving you 'til we're 70”
When I hear that song, my mind immediately goes to my wife of nearly 30 years. I picture us, together. In love. Even until we’re 70.
The song speaks to me.
The story of that song becomes my story.
So you’re that marketer. Or that website revamper.
Or you’re in charge of your company’s social media. You might even be trying to connect with people at work.
You might even be trying to write a song.
Focus on you.
See where it takes you.
And see where it will take your audience.
