Your Site's Voice

Ken's Blog

"Should I use "you" or "we" when I am writing?"

This question pops up in the SBI! forums every so often. For many sites, it's not an issue. For example, in a travel site, you talk about your travels (so you use largely "I" and "we"). And if applicable, draw people into dialogue on your Content 2.0 site, using "you" to invite people.

But for some sites, you need to think about the choice. As one SBIer noted, based on her interpretation of "Make Your Content PREsell!"...

"I think that which voice you choose depends on if you want to be perceived as an 'expert expert' or somebody more approachable."

The bottom line question for a site, and for your core audience (you simply must be able to visualize your typical visitor/customer), is...

1) Do you want to have the voice of an authority? This is especially strong if you are a clinical psychologist who wants to sell your services, for example. There are, I am sure, other scenarios where the "authoritative voice" that talks to ("you") works just fine. Just remember... if you establish "authority" in this area, you should be able to back it up.

2) Do you want to be one of your visitors ("we")? A closer, more intimate, and sharing voice? You are one of them, have been there, suffered that. You share solutions, etc. As you see, a totally different approach. You establish another type of "authority"... experience.

So...

The answer to the we or you question has to do with...

• who your visitors are and...
• the whole direction/VPP (Valuable PREselling Proposition) you plan for your site.

Think about both factors when you are figuring out your site's voice.

All the best,