“you” phrasing

Nine common phrases made great by using “you” instead of “we”

March 18th, 2013 | Tags: , , , , | No Comments →

by Tim Riesterer

When the littlest piggy cries, “Wee, wee, wee” all the way home, that isn’t a good thing. And neither is saying “we, we, we” all over your website, campaigns, and marketing and sales messages.

If you could do only one thing this year that could make an instant difference in your messaging, you’d replace all your “we phrasing” with “you phrasing.”  You phrasing is more effective because it makes sure your prospect or customer is at the center of your story and engaged in the conversation.

Why Use ‘You’ Instead of ‘We’?

Using the word “you” instead of “we” helps transfer ownership to your prospects and customers because it causes their minds to unconsciously “try out” your solutions as you describe what they can do with it. Your audience member is no longer just a passive listener; he will be more actively engaged in your ideas and your story. In fact, you probably noticed I’m already using the technique in this blog post to gain your attention and give you ownership over implementing this strategy!

Still skeptical?

You phrasing has been proven to have a measurable impact. Researchers in Tempe, Arizona tested attitudes toward cable television. They used two different scripts to sell the cable services—one using the third person and one using you phrasing. Researchers found that when you phrasing was implemented, it doubled the number of cable sales. Now, that’s impressive!

Start Changing Phrases Today

Once you start practicing with you phrasing, you’ll find yourself in your customers’ and prospects’ worlds more than you have ever been. That will help you connect your story to your customers’ stories in a powerful way—one that they’ll want to listen to because you’re addressing their needs and concerns, and not your company’s.

Here’s a list of common phrases that can become more effective by using you phrasing:

  • “Our company allows you to… ”
  • “Next, I’m going to… ”
  • “We need to be able to… ”
  • “What if I could show you… ”

Now, see if you notice a difference in these phrases…

  • “What you’ll be able to do is… ”
  • “Next, you’ll be able to… ”
  • “You need to be able to… ”
  • “What if you could… ”
  • “What you can do is… “

The difference is subtle but powerful. By using you phrasing, you are helping your prospects’ and customers’ unconscious minds feel like they’re participating. In fact, you phrasing isn’t just a technique;  it should be your mindset. You phrasing forces you to live in your prospects’ and customers’ worlds, the places they need you to care about and understand if you want to close more deals with them.

Using “you” instead of “we” is a simple and quick change, but one that will have notable results if you apply it correctly. So, next time you’re creating a marketing campaign or other marketing communications content, use the word “you” to capture the attention of your audience. By doing so, you’ll make them want to consider making a change and to pick you.

 

“This article originally appeared on MarketingProfs.”

 

Are you a sinner?

March 1st, 2013 | Tags: , , , | No Comments →

You’re meeting a prospect and your PowerPoint presentation is ready to rock – it’s packed with slides  detailing your product’s many features and benefits, your company’s illustrious history and the obligatory customer logo slide.

You may think you’re prepared for your meeting, but, in reality, you are about to commit one of the deadly sins of messaging – focusing on your company rather than your prospect’s point of view.  Prospects want to hear about themselves – their industry, their pain points, their risks and possible rewards.

For more tips on how to avoid committing this sales messaging deadly sin (and others), read the full article, penned by Tim Riesterer, on MarketingProfs.

 

 

Move from “we” to “you” and make the customer the center of the story

February 12th, 2013 | Tags: , , , , | No Comments →

Like most companies, many of your marketing messages and much of your content starts with we –

We can help you…
What if we could show you…

But all of this “we phrasing” misses the point because it doesn’t connect your story to your customer’s story.  When your discussions include “you phrasing” – You’ll be able to… –  customers and prospects move from passive listeners to engaged participants as they unconsciously try out your product.

For more tips on “you phrasing” check out Tim Riesterer’s most recent blog for MarketingProfs, Nine Common Phrases Made Great by Using “You” Instead of “We.”

 

What Does Messaging Have in Common With Your Life?

April 29th, 2008 | Tags: , , | No Comments →

Since Power Messaging® impacts emotion, it is not surprising to hear stories where personal value is enhanced outside of the business world when people use the Power Messaging techniques in their everyday life.
A few highlights…

“Focusing on traits that were unique to me and important to my fiancé shortened my engagement and helps our marriage.”

“Grabbers and making the value interactive has given my Sunday school class a richer experience.”

“I use these messaging skills to help my girlfriend edit her Yoga magazine.”

“You-Phrasing has improved my relationship with my children in transferring ownership of chores and goals.”

“My Sunday sermons no longer put people to sleep. I focus on three key points and make them come alive.”

 

Key Differentiators

June 27th, 2007 | Tags: , , | No Comments →

The Challenge: Darrell wanted to use Power Messaging to penetrate a new client that was loyal to the competitor. He began by using a truck as a prop. He drove the truck over to the business and invited the owner to test drive it. The positive response from the test drive indicated that the client wanted to move forward. So, he ordered the requested chrome and bug lights. Everything looked good, until the buyer sent over the competitor’s spec sheet that showed a similar truck for $3,000 less. Since Darrell had gone to such lengths to accommodate this buyer, the $3,000 felt inconsequential. However, on the other hand, this deal could open the gate to a new untouched market opportunity (a long-term upside). With that in mind, he called the Corporate Visions’ coaching team to help build a strategy to deal with this situation.

The CVi coaching team helped Darrell to focus on key differentiators that would impact this buyer. Together, they identified the key differentiators:

  1. Personal and Financial Value.
    What type of car do you drive? What would you choose for your son? What would your son choose for you, if he had to choose between safety and a lower cost of operation? With Volvo, safety is not an option; rather, it is an insurance policy that is already paid. You pay a little more up-front, but it pays you back in the future.
  2. Business Value in Reframing.
    We always buy from your competitor). Reframe strategy: Who started the family business? Did he do it because it was easy and everyone else did it? Did he lead or follow? What does it take to be a leader? Today’s leading truck drivers look at economy and safety.
  3. Make the truck purchase personal to increase the transfer of ownership to the buyer and create a strong emotion about the value you’ve provided to them.
  4. Accentuate the convenience of your dealerships close proximity.

The Result (emailed from Darrell):
When I returned to the buyer to continue negotiations I drove the truck fully dressed out with all the chrome and lights he felt it lacked. I used a lot of “You” phrasing and centered on a few key items that I knew the competitor could not compete on. First was Volvo safety. I let him know he was purchasing a vehicle designed with safety in mind from a company with a long history of leadership in safety, and pointed out what safety in “his” Volvo would mean to him, his family and his team.

I noted man-hours wasted in driving at least 45-minutes each way to the competitor’s dealership, so I asked how many hours he’s lost over the life span of his current truck just picking up and delivering his vehicle to the dealership. I continued on this topic until I was sure we really pushed his buttons. I went on to remind him that we were only 15-minutes away and on the way to his warehouse. I asked him how many times a week he, or his employees, passed our dealership.

And lastly, I let him know it was me; my knowledge, maintenance background in trucks, commitment to service, and a clear objective to serve his customer needs.

He called that Friday to tell me he would buy the truck on the terms I offered without having to lower my price. But it doesn’t stop there. On Monday morning, with paperwork in hand, he called with some “concerns,” no doubt planted by a very persistent competing salesman. To counter this I brought the truck back out, left it there for a few days so they could hook it up to a loaded trailer and just try it out. Since it was already prepped and ready to deliver, this was relatively easy to do. When I called back on Friday, he let me know he would purchase the truck and cut the check on Monday.

He told me the number one reason he made the purchase was that he liked me – that I seemed very knowledgeable and informative. Second, was the location of our dealership. And third, was the truck itself. This was a hardly fought deal. I know it would have been much easier for him to stay with the competitor. Through persistence and differentiating ideas, I felt he was able to see that there was just enough extra value to swing his vote and our win.

 

Seizing an Opportunity to be in Service

February 27th, 2006 | Tags: , , , , | No Comments →

Submitted by Ken G., Corporate Visions Alum:

I was selling Patch Management capabilities and my prospect was looking at several companies.  We wouldn’t have the specific capabilities that they were looking for a few months out, which put me at a disadvantage.

Then I discovered our competitor was emailing trial software and supporting the client only over the phone with a 24-hour lag time. This was a source of frustration for them. I saw an opportunity to be in service with three distinct advantages:

1. Local presence
2. Longevity in the industry
3. Ability to deliver better service

So I set up a meeting and asked the client to tell us what they liked about the tool. The technical evaluator explained he felt we were the best tool for asset management and software delivery, but the patching capabilities were missing. I acknowledged the value in the tool (using “you” phrasing), and proceeded to change the playing field. I explained how over the past several months as my technical assistant and I had been discussing their needs and learning more about their business, we discovered they made smart decisions based on the lowest level of risk of failure and lowest exposure (“you” phrasing).

At this point, I pulled out a beach hat, sun glasses, and some sun tan lotion (props) and put it on the table. Everyone laughed, and I said, “Mike, I’ve been meeting with you for some time now and I think that we have the type of relationship where I can put a hat and glasses on the table to illustrate that we provide the protection to the exposures you would face with other companies.”

I emphasized with proof why we had the best and time-tested technology, a worldwide support organization, and I supported those points by pointing toward the fact that we were on-site installing the demo (not remote). I also asked him “What do Gartner, Meta, IDC, and Forrester have in common? They are all leading industry analysts and all put us as the industry leader in desktop management.”

Then, I delivered the punch line. I told them we would have the technical requirement they desired within 4 months and provided details on what it would offer.

Two months later, they signed a contract for the first two pieces of technology, services, and education, AND to purchase the unavailable technology when it became available.

by Ken G.

 

What If You vs. Imagine

January 19th, 2006 | Tags: , , , | No Comments →

Two popular Word Plays many alumni use are the “What if you” question and the “Imagine” statement. These are two very powerful Grabbers that engage your prospect and ask them to place themselves inside the message you are delivering.

“Imagine” is like Martin Luther King’s “I have a dream” statement. Essentially, he asks the audience to “Imagine a world where…” He puts an alternate reality into place. Although he uses “I” (violating “you” phrasing), in this context it works well because I, the listener, is invited to join his dream. He is able to transfer ownership to the audience easily because they want to go; they want to live this dream. Your imagination takes you into his dream and you become part of his story (the power of a story). The audience takes a trip without leaving the room.

“What if you” questions are also very powerful, especially when used in sales. “What if you” moves your audience to where you want them to go without them resisting going there in the first place. They can’t control it – they just go. “What if you” is very kinetic. It forces the listener to answer a question. The very act of what if you did x or y forces the listener to imagine the result and to consider the consequences. These consequences are many times what make the listener take action – action towards your solution. There is power in a question. It forces you to prepare an answer, whether you verbalize it or not.

Play with using “What if you” and “Imagine” at your next sales call. Which do you prefer?

By Chuck Laughlin, Co-Founder and CEO and David Lane, Consultant, Corporate Visions Inc.