Your Essential Guide to When You Should Use I or We

Your Essential Guide to When You Should Use I or We

The ongoing dilemma of whether to use “I” or “We” in business content comes up often and is a tricky subject. While we feel that it can be more of a personal opinion, this is your essential guide to when you should use “I” or “We” in business copy.

Before we dig into the meat of it, we’re going to share a secret with you. The truth is, Ink.e Digital is actually run by a single human. But, we made the conscious choice to use the term “We” in all business correspondence because it made sense for the brand and our goal is to eventually become “We”.

Step 1. Sit down and figure out your brand. If you don’t know who you are, how can you determine if you’re actually an “I” or a “We”?

Figure out the following:

• What do you offer?
• What problem are you solving?
• Why do you do what you do?
• Who is your ideal customer?

Step 2. Ask yourself what the future holds for your brand. Will you be hiring employees or using freelancers/contractors for anything?

If the answer to this question is “Yes”, then you are definitely going to be a “We”.

Step 3. Think about the trust factor within your niche audience. Would they respond better to a single person, or to a group?

This is a serious question. Some types of people can often feel a little out of their element when dealing with a larger organization while others can feel empowered knowing that they have the attention of the single decision-maker.

Step 4. What sounds right to you? Ask your family, closest friends and even customers. Everyone will have an opinion, and breaking it down will really help determine how to refer to your brand.

Step 5. Once you’ve determined whether you’re an “I” or a “We”, make sure to use that term consistently and within the proper context in all business communications.

Do you have a process or an experience that has helped you determine how your business should refer to itself in content? Share it with us in the comments below!

What is a Buyer Persona and Why Does It Matter?

What is a Buyer Persona and Why Does It Matter?

Knowing who your customers are is half the battle. But, how do you nail down who those people are and how to appropriately target them? The answer is targeted buyer personas!

What is a Targeted Buyer Persona?

In short, a targeted buyer persona is a snapshot of your ideal customer(s).

This detailed snapshot should detail:

  • The age range of the person(s).
  • Dominant gender of your demographic.
  • What interests them.
  • How they make their decision.

Google Demographics ScreenshotGoogle Interests Screenshot

But, How Do I Figure Out These Things?

Don’t panic! Figuring out your buyer personas is much, much easier than it sounds.

If you’re new on the block, figuring out your buyer personas can take a little bit of time and sometimes some guesswork. It’s ok if you don’t know who your ideal demographic is yet. But, you can figure this out by doing a little asking around or digging through your website analytics.

If you just started your business, you should have a loose idea of who would buy what you’re selling. If any of those people are friends or colleagues, ask them to answer a few questions for you. This will help you nail down a good idea of who you should be trying to talk to.

If you’re an established business, it is much easier for you. The following avenues are typically a persona goldmine and should be mined at all costs:

Google Analytics Demographics and Interests

If this feature isn’t already turned on, please enable it right now. This option will help you not only figure out who your ideal customer is; it can tell you how they’re interacting with your website/content. This is key to taking full advantage of your content marketing strategy.

Your Facebook Insights

This is similar to the Google Analytics option. It helps provide unique details about who Likes your Facebook page and how they’re interacting with the content that you’re placing in front of them. This will not only help you figure out who your customers are, but it will also help you tailor the content that you’re developing to provide the max value to your audience.

Facebook Insights - Engagement DemographicsFacebook Insights - Engagement Stats

Your Current Customer Base

This is a no-brainer. If you’re established and have an existing customer base…ask them! Most of your clientele would be more than happy to give you feedback when you ask. Send out an email survey or simply give them a call and ask them for a few minutes of their time. You’ll be surprised at the results.

Why Do Targeted Buyer Personas Matter to my Business?

Seriously, you’re asking that question? Knowing who you’re selling to is more important than fresh air.

So here’s a run down….

Targeted Buyer Personas help you narrow down who your ideal customers are, what they like, where they’re spending their time on the web and how you can inspire them to act.

Every business needs to know who they’re catering to. Unfortunately, more often than not who you think your customer is, probably isn’t actually who they are. Do a little research and figure it out or let us do it for you! Email us today to take advantage of a fully-formed and documented content marketing strategy, which includes buyer personas, brand voice, and your mission.

What is a Brand Voice and Why Does It Matter?

What is a Brand Voice and Why Does It Matter?

You’ve probably noticed that we talk about brand voice all the time, but what is it and why does it matter to you? Well, it’s a very important part of content marketing, and it should matter very, very much.

What is a Brand Voice?

Simply put, your unique brand voice is how you speak to your ideal audience.

This voice or tone of speaking is meant to be a fluid combination of your brand culture, mission, audience demographic and the people that you employ.

Brand Culture – Your culture and the way you work on a daily basis plays a big part in how you portray yourselves to a specific set of people. You can easily distill a cultural essence into a way of speaking or a style.

Mission – Your brand mission and why you do what you do MUST be woven into each and every thing that you put out there for your audience. Plus, you and your people must believe in the mission. If you don’t believe in what you’re doing it comes through in the way you speak, and your audience will notice and turn away.

Audience Demographic – Although you should be true to you and your brand, there is also your demographic to think about. You must appeal to your ideal demographic in a way that they’ll appreciate and understand, and unfortunately the demographic that you cater to might determine that.

For Example: If your demographic are parents of young children, you wouldn’t want to use a direct or brash voice.

Your People – Your people ARE your brand. There’s no differentiating the two, and you must always incorporate the spirit of your company into your brand voice. If you employ some very quirky millennials or some very eccentric techies, make sure to filter them into your brand voice in a way that suits your audience.

Think of your brand as a person and always consider the following:

  • What would they act like?
  • How would they speak and act?
  • What kind of people would they surround themselves with?

Why Should A Brand Voice Matter for Your Business?

As a business owner, you should be concerned about whether your brand voice is correct for your brand or not because it directly relates to the kind of community you are building.

Because your brand voice embodies your brand ideals as well as speaks to your specific audience, it is imperative that every business have an appropriately tailored voice. It will be used in every single piece of content that you put out, and even should be used by all client-facing employees.

Using your unique brand voice properly and consistently will appeal to your audience on a personal level, and is meant to create brand advocacy and trust.

So, if you’re not using a brand voice…you should. We can help design the right brand voice for you, and help you learn how to use it. Email us today about a unique brand voice or content marketing strategy.