The overuse of the word "WE" in copywriting is a big pet peeve of mine. This topic has been on mind for a while and I thought it would be helpful to the group.
It's official! The #1 brand name - used by millions of brands around the world is…
WE! "We are" "We develop" "We work to" and the most redundant of all.. "We are committed to..."
I get it, this is challenging to work around, especially when you just want to get the headline written or the email sent. But the resulting copy is redundant, snooze inducing, and does not create value for anyone.
Here's an easy fix to create more value for your brand's core values. It takes just a few more minutes of thinking and writing but the result creates value for the business, the brand, and the consumer. (As all good copy should).
Step 1: Turn the sentence into a question, For example:
Current copy: "We are committed to helping the planet." (vague, bland, overused copy)
Question: What are the actions the brand takes to act on those commitments?
Answer: Minimal, recycled packaging and a 100% paper free operation
Step 2: Edit the copy to reflect the actions the brand is taking:
Brand X is serious about our responsibility to reduce our impact on the planet. Product X’s minimal product packaging is made from 100% recycled materials and our business has been entirely paper free since 2018.
This copy informs the reader by showing the authentic actions backing up the claim.
I’m currently researching this topic and looking for 5 brands that want to brainstorm ways to write around their “We”. Fair warning, you’ll walk away with usable content and some solid ideas for your brand's core values. Who's up for it?