Phony & Plastic! Are you that company? The one that claims they are the… #1!, leading!, premiere!, fastest!, greatest!, smartest!, most dynamic!… blah blah blah. All that chest-pounding translates into some anemic saccharine sweet copy. The tone is in sharp contrast to today’s customer demands for greater transparency and authenticity.
Customers want the real deal. Your customers want to to know “what is in it for me?” HOW DOES YOUR COPY MEASURE UP? Care to find out?
Let’s take a look at the words on your we site. Are you talking about all the wonderful ways your visitors can benefit from your products or services, or are you talking about all the great features of your products, services, or company? In other words, are you speaking the language of “you,” or are you caught up in the language of “we”? As our friend Roy Williams asks, “Are you WeWe-ing all over yourself?” Your customer focus ratio is not a perfect predictor of success (there are lots of variables, of course), but it has proven to be so useful, that Seth Godin and Anne Holland have written about it. More importantly, it’s already helped a lot of people improve their conversion rates.
You really should link to the we we calculator and play with it before you read on.
The Customer Focus Calculator / We We Monitor, parses your page for self-focused words such as “I,” “we,” “our,” and your company name (which functions much like “we”), as well as for customer-focused words such as “you” and “your.” Then we calculate the ratio of customer-focused words to self-focused words. Run the tool to check your site; run it to check a variety of competitors’ sites. You’re likely to have an eye-opening opportunity to see your site through your customer’s eyes. This should be part of every audit process in your copywriting. A score between 60% – 70% seems to have the most natural tone. We have two versions; one that works on web pages and other where you can can copy and paste your text.
So how does your “We We” measure up? Check your site and paste the results in the comments below. We’ll pick a few of the sites and show you how you could have changed a phrase here or there and make it more customer-focused.
Run the Customer Focus Calculator on text
or ad copy or fill the form below to test a web page.