The Blog and I

Posted by Laura Bergells

February 12, 2007

Great hypnotists do not say, “I am making you feel very sleepy.”

Instead, they say, “You are feeling very sleepy.”

Using the pronoun “you” effectively is a classic hypnotic technique. It is why great sales copy focuses on you and your needs long before it describes the company’s need to sell you its products or services.

That’s why we-we websites (we do this, we do that) are marketing failures. It’s Marketing 101: no one cares about you or your products until you’ve established how you can help them with their problems.

It makes sense: put the audience and their needs first. And direct marketing copywriters know that the word “you” is very attractive. “You” is a personal word. It focuses your attention.

Me? I? We? Those pronouns aren’t so riveting. But they have their place in online marketing. And they’re especially important on your company blog. Here’s why:

People write blogs. This means blogs have a point of view, a perspective, and a personality. Companies that have blogs want to demonstrate thought leadership.

And leadership comes from people.

Blogs that never use the word “I” are devoid of a necessary leadership quality — personality. I have actually read two horrible company blogs this month that not only do not use the word “I” – you actually get the impression that no one person is writing the blog! There’s inconsistent point of view, word choice, grammar – just endless, inconsistent posts about stuff related to the company and the industry.

The anonymous, inconsistent approach doesn’t build trust. In fact, it makes me uneasy. It doesn’t make me want to subscribe…or come back to read more.

So even though business blogs are professional, they are infused with personality. You get to know a company through its people.

In blogging, personality is important.

Don’t be afraid of a little I” when you blog.