What you should think about when you think about copywriting (is it you or is it we?)

When you want to promote anything you should only ever think about the reader. Because otherwise you end up in the land of "we”, which spurs a similar mind-set as the land of nod. And no matter how chuffed you feel about your latest service, product, award or business win, you can only talk about these in ways where they benefit your reader.

When you script something on your website, send an email or tweet or pop something in the post, of course you need to talk about what you do, have done or are planning. But you need to do it in the context of why this matters to an audience.

"We’re proud to have won the blah blah blah award.” Yawn. "Because we helped 11,652 clients substantially reduce their inheritance tax last year we have won xxx.” Better.

"We’ve now launched the blah blah blah.” And? "To help you save money and give you more time to spend with your family, we have launched xxx.” Better.

"We recently landed a new contract to serve blah blah blah.” So what? "Because the region needed a firm which demonstrates outstanding safety and value for money we were awarded xxx.” Better.

Most ways to fix your messaging are not complicated. And if you go to battle against the excess of "we” in your communications who do you think will win?

You.