Who is the hero in your marketing materials?
Is it you? Is it your solutions?
Or, is it the consumer you provide value for?

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Here’s a helpful tool. It's really easy to do. Count and categorize the personal pronouns in all of your client-facing sales material.

How many “Is” are there? How many “wes?” How many “mes?”

Put them in one category and then start counting again…

How many “yous” are there? How many “yours?”

Put these in another category.

These two groups of pronouns will answer an important question: Who are we talking about? Ourselves, or our consumers?

Here are websites from two companies with the exact same service: small-business accounting.

This first company shouts out their own name five times before, in much smaller text, way lower down, mentioning anything of value for consumers.

This second company, in their first seven words, has two big pronouns that directly benefit the consumer.

Here the consumer is the hero. They are helping their consumers win. They are removing consumers’ barriers to victory.

Counting the pronouns in your sales collateral is a quick way to keep the focus on:

1. Your consumer. They are the "hero.”
2. What forces, or what reality is keeping the consumer (as the "hero”) from reaching their goal?
3. How do we help consumers slay the dragon and win the day?

Immediately compelling sales message.

Instantly effective marketing.

And super simple.

It all starts with counting and categorizing pronouns.