What’s Your Website’s You – We Ratio?
A Simple Advertising Marketing Research Technique
Here’s a an advertising marketing research technique anybody can do.
Most consumers don’t care about you or your company.
They care about themselves. And, what your product will do for them.
So, that means you need to talk about your customers’ interests, not yours.
Your customers’ interests are the practical and emotional benefits your products or services deliver.
Customer Focused Messages
On your website, and other messages, speak to your customers’ interests, not yours.
Talk in practical, concrete ways about customers and prospects. Help them find what they are looking for. Connect with their mindset.
Many corporate websites are inward focused, not customer focused.
The talk is corporate centric. It is engrossed in itself. And when that happens, there is a communications gap between the company and its customers.
Simple Advertising Research Analysis
Check if your website and other company communications speaks to your customers and prospects’ interests. Analyze your you-we ratio.
The ratio is the number of times the word you is stated versus we. You is customer focused. We is corporate focused.
When you use the word you, it focuses your company’s attention on the customer.
And best of all, you means something your customer.
For example, if your website home page uses the word you 5 times and we 20 times, your you-we ratio is 25%.
A you-we ratio below 50% means corporate focused – not customer focused. If it’s below 50%, consider rewriting the copy.
Check your website and marketing communications, using this simple advertising marketing research technique . If your you-we ratio tells you your company is corporate centric, fix it.
Get your copywriters to start rewriting about your customers. Drop the chest pounding, executive babble, and high altitude platitudes.
Talk to your customers’ interests…functional and emotional benefits.
Here's an article about functional and emotional benefits.
Return to Advertising from advertising marketing research