When you start your own business, you have to be pretty confident.
You have to believe in your idea, you have to do your research and you have to put in the hours to get the business running smoothly.
At some point in all of this you have to make some decisions about how you will market your business image. Will your marketing come from “me” or “we”?
You know that you’re the only one making all the wheels turn but do you want your clients to know that?
There are benefits and challenges to both approaches, but your answer to “we” vs. “me” question can dictate how your target market will engage with your business.
When I started my copywriting business I came from a corporate marketing background. My initial instinct was to talk about “us” and “we” from day one. I wanted to look successful and professional and I felt that an implied team gave me that image.
But once I started building my client base, I switched my marketing back to “me”. And here’s why…
Social Media Marketing Has Changed Everything
Social media has introduced an amazing sense of connection into the world of marketing.
We no longer have to jump through expensive hoops to talk to our customers, or our industry partners and competitors for that matter. As I started to use social media, I realised that I got a lot more engagement from my target market when I was myself, when I didn’t pretend to be a faceless organisation.
By building transparency into my business image my clients felt they got to know me. When I write their copy they aren’t getting “someone on the team”; they are getting the sum of my marketing experience and knowledge. This connection, amongst other things, has led to my business having a growing group of champions who make social media a very powerful part of my marketing.
The Advantages of “Me”
When you don’t pretend to have a team of resources in your business you:
- Add a very personal element to your product or service that could be what makes you unique.
- Operate in a more transparent fashion which can be rewarded with more trust.
- Open the door to developing closer relationships with your customers (and stronger, closer relationships lead to more loyal customers with a much higher ‘lifetime value’).
- Instinctively communicate in a friendlier, less formal tone.
The other possibility is to stick with “we” right from day one – there can be some benefits to this.
The Advantages of “We”
By implying that you have a team of resources in your business you:
- Can present a lower risk to your customers because:
- Your business will appear successful enough to have “staff”.
- Your customers get a sense of security from the idea of shared responsibility.
- A team image is especially valuable if you need to respond quickly.
- Are making a looking forward statement about your plans for your business.
So which is better?
This is a question that depends on your product or service; the expectations of your target market and the consequences if they find out you’re faking it.
Is either option more professional marketing? I don’t think so.
When you are building business relationships, authenticity is the key. If your greatest asset is YOU, don’t be afraid to show yourself off in your marketing. Promote your personal service and unique experience, as it could just be your competitive advantage. I have learnt that sometimes showing your vulnerabilities is a strength that your market embraces.
Whichever path you choose: be consistent and work the angle to your advantage.
So now it’s over to you. Did you choose “we” or “me” when you started your business? Or which do you respond to when you are selecting a provider to work with?
Belinda is a copywriter that loves to inject some personality and action into business marketing, creating a message that really talks to people. Her tagline says “only the right words work” and it’s really that simple. You can read more copywriting wisdom on her blog, The Copy Detective, or connect with her on Facebook and Twitter.
{ 13 comments… read them below or add one }
I think a lot of people get sucked into using “we” right off the bat because it makes them seem more professional or more established. And if you are catering to potential clients that aren’t necessarily educated, then having the aura of a big company behind you can definitely be a help. But I think you’re right in terms of authenticity. If you say “we” and eventually it comes up that you’re a one-man operation, it could hurt your image.
Yup – the key is that in the long run, people’s esteem of you is the difference between what they come to expect, and what they end up receiving – so there’s nothing to gain by disappointing!
Nice post. Different types of clients, and different providers, demand a different appearance. If you want to provide fairly generic services for a large corporation then one of the big considerations is whether you can properly service them and will be around. This demands a “we”, which you can get by partnering with others while you grow. On the other hand, if you are a unique talent then it is often better to market that uniqueness, which is “me”.
Typically, you service clients that are around the same size as you are. An individual isn’t going to be able to run the marketing for GM because they can’t, but a huge agency isn’t going to run the marketing for Mom and Pop’s Diner.
Thanks, Alex – Belinda did a great job with it.
That’s true – different clients will require different marketing, and that includes how you present yourself. You make a very good point, also, that if your customers demand a “we”, then rather than inventing a “we”, you can partner with someone.
Interesting post. I just met someone who has a website with 6 fake bios of fictional people that work for his company. He’s the man behind everything. It seemed really fake to me to create that much of a “we” image. I’m not against the “we” approach, but I think you also have to be careful to be honest with the way you interact with customers.
Hey Lindsay, welcome to Firepole Marketing!
Wow, that’s just creepy – why would he do that? I mean, projecting “we” is one thing, but what happened to basic honesty?
I was floored by Lindsay’s story. If this guy has gone to so much effort to create a fake team, why is he telling people he just met? His lack of honesty would stick in my mind and I certainly wouldn’t rush to share his business with my network.
PS Thanks for such great comments around the post!
This was as great post Belinda! You really did a great job covering a pretty important topic. I think it’s important because people initially go with “we” (for the reasons you listed) but don’t think about how “me” can offer a nice benefits as well.
When it’s all said and done, I think it comes down to the produce/service and scope of the business. I believe that if it’s a one man shop – then “me” is a must. But it’s it’s a shop with 2 or more people, then “we” should be used as person-ably as possible.
This is something I rant about on my blog, and occasionally on Twitter. To me, it’s a question of ethics and credibility. If there is no “we” in your business, then don’t pretend, ’cause you’ll get found out sooner or later. I would never do business with someone who chooses to conduct themselves in this way.
Thanks for your comment Ivan. We’ve had this chat before and I know it’s something you feel strongly about. I’m not sure I feel quite as strongly as you BUT your reaction does show the potential impact so it’s worth making sure you aren’t compromising your image in the long run.
Love the post. Popped a lot of fresh ideas for me – thx
radman
Great post , I agree with it wholeheartedly. The marketing aspect of Me vs We, does depend on the product and your target market.
Yup, like most other components of marketing…