Subtleties of Language in Business: Switching from “We” to “You” Lexis

In the highly competitive business landscape, clear and effective communication can be the key to differentiating your business from others. A simple yet powerful shift—changing from a “we” to a “you” lexicon in your messaging—can transform how customers perceive your brand. I want to explore how this subtle shift can impact customer engagement and illustrate how a leading digital marketing and creative agency like CJAM, can help businesses implement this change to drive better results.

 

The Importance of Language in Business

Language shapes the way businesses connect with their customers and the words used in marketing materials, on websites, in social media posts, and during sales conversations can either create a sense of connection or build a barrier between customer and consumer.

Many businesses default to “we” language, which centers on what the company can offer, rather than what the customers need and desire. While this may seem appropriate, especially when promoting an industry that focuses on product creation or a specific service, it often fails to create an emotional connection with potential clients or customers.

Shifting the language from “we” to “you” makes the message more customer-centric, highlighting the customer’s experience, challenges, and aspirations. This shift not only drives engagement but also builds trust and fosters deeper relationships. But you may be asking why. Let’s dive deeper into how ‘we’ became a staple in corporate lexis.

 

The Challenge: Traditional “We” Language

Let’s take a look at an example of how a business might use “we” language in its marketing and communication materials:

– “We provide innovative marketing strategies to help our clients grow their businesses.”

– “We specialize in high-quality creative content and digital solutions for all industries.”

– “Our team is committed to delivering results-driven campaigns.”

While these statements communicate the company’s capabilities, they focus on the business and don’t actively invite the customer into the conversation. The “we” language places the company at the center, potentially making the customer feel like a passive recipient rather than an active participant.

 

The Solution: Switching to “You” Language

Now, let’s take those same statements and revise them with a focus on the customer using “you” language:

– “Imagine the growth your business could achieve with marketing strategies tailored specifically to your needs.”

– “With our creative content and digital solutions, you’ll stand out in your industry and engage your audience more effectively.”

– “You can rely on our team to deliver results that matter to your business.”

The shift from “we” to “you” places the customer at the forefront of the messaging while still communicating what the company can provide them. It speaks directly to their needs, desires, and challenges, creating a more personalised and engaging experience. The customer no longer feels like they’re reading generic marketing speak, but instead, they see how the company can solve their unique problems and contribute to their success. It also allows potential clients to imagine how their business would look in your hands, how the product may look, and how they would feel working for you.

 

How CJAM Can Help

CJAM is a digital marketing and creative agency that specialises in crafting tailored marketing solutions for businesses like yours that looks to make a lasting impression on clients. Our expertise in digital strategy, creative content, and branding makes us an ideal partner for you to help seek and refine your messaging and shift to a customer-focused lexicon. See what I did there?

Here’s how CJAM can help your business transition from “we” to “you” language and achieve better results:

Brand Messaging Refinement:

Our team of marketing experts can help you revise your messaging to make it more customer-centric. We can guide you through identifying your target audience, understanding customer pain points, and creating messaging that speaks directly to your client’s needs. By shifting to “you” language, we can help you foster stronger emotional connections with your customers.

Content Strategy:

 We work with businesses like yours to develop content strategies that put the customer’s journey front and center. From website copy to social media posts, blogs, and email campaigns, our content team ensures that every piece of content is crafted with the customer in mind. Our tailored and detailed approach ensures that content is not just informative but emotionally engaging, helping increase customer interaction.

Website Optimisation:

Your business’s website is often the first point of contact with a potential customer. We can audit your website to ensure that the website is focused on your customer’s needs and how your business can solve their problems. We help create a more user-centered experience that encourages visitors to act.

User Experience (UX) and Design:

We understand that language is not just about words but also about how customers interact with a brand. Your business can use a combination of strategic design and pieces of content to ensure the user experience (UX) aligns with the “you” approach. Whether it’s simplifying navigation, improving calls to action, or optimising the customer journey, we ensure that every point of contact you come across supports your customer’s needs and desires.

Digital Advertising Campaigns:

 Whether it’s paid search ads, display ads, or social media ads, we help businesses craft advertisements that focus on what matters to the customer. Using “you” language, we can design ad campaigns that not only grab attention but also compel action. They ensure the messaging speaks directly to the customer’s goals and challenges, leading to higher click-through rates and better ROI.

Tailored Campaigns for Results:

We don’t just help businesses refine their messaging; we also ensure that messaging reaches the right audience. By combining strategic targeting, customer segmentation, and a “you” approach to communication, we deliver campaigns that speak directly to customers’ needs, ensuring that businesses like yours not only reach their audience but engage with them effectively.

While we don’t completely recommend disregarding the use of the word “we” when addressing us as a company, I hope you can see the benefits from the above points in how “you” transforms information into an active conversation between client and business.

 

Enhancing Association Communication: Focusing on End User Progression

At CJAM, we have partnered with several associations to refine their messaging, brand manifestos, and positioning in ways that better resonate with their members and target audiences. Our work has centered on understanding how different types of content engage the end user and help them visualise how they can progress both socially and professionally through the products and services offered by the association.

By conducting in-depth membership analysis and audience segmentation, we’ve been able to identify the key needs and aspirations of association members. This insight allows us to craft more tailored messaging that speaks directly to the end user’s goals, challenges, and growth opportunities. Rather than simply describing what the association offers, we focus on how its services, whether training programs, networking opportunities, or professional development tools, can help members achieve their personal and career objectives.

For example, instead of just listing the benefits of membership, we frame the conversation around real, tangible outcomes—how participating in certain programs can help members upskill, advance in their careers, or expand their professional networks. This shift in approach makes the association’s offerings feel more relevant and motivating, positioning them as an essential part of the member’s journey toward achieving their goals.

In this way, we help associations communicate not just the value of what they offer, but how it empowers their members to grow and succeed in both their personal and professional lives. Through refined messaging and strategic content creation, we ensure that each piece of communication resonates with you and drives engagement that leads to real-world impact.

 

Language is a powerful tool in business communication, and the subtle shift from “we” to “you” can have a significant impact on how customers perceive your brand. By focusing on the customer’s needs, desires, and pain points, businesses can foster stronger emotional connections, increase engagement, and drive better results.

CJAM’s expertise in digital marketing, creative content, and customer-centric communication makes us the ideal partner for businesses looking to refine their messaging and implement a “you” approach across all touchpoints. With our help, businesses can ensure that every piece of communication not only resonates with their audience but also drives measurable outcomes.