In January, Graham Jones blogged about firing up home-hunters by focusing on them and their needs, on how the property fits them - and not on the property itself.
Of course, the majority of us know that in sales, it's always better to say "you" and "your" rather than "we" and "our", whether that's face-to-face, via email or on your website.
Do the reverse and the potential buyer goes away feeling nothing other than an over-powering sense of your self importance.
There's even a tool I've been meaning to post up for a while that tells you if you're doing it right. Take a look at the We We Calculator (yes, I know!) to see if your website has a good balance. And don't just look at it - change it.
Subscribers to Richard Rawlings' free RAT newsletter (recommended) will have read something similar this week, with the comment about 'About Us' pages. It makes you wonder if they should be ditched in favour of an 'About You' page that sells the company personality through the benefits, rather than being so direct.
As Richard says, it's how you interact that clinches the deal.
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