Are you “I” or are you “We?”

by Herschell Gordon Lewis

Marketing Communications

May 2006

Are you using “I” and “We” interchangeably? Oops.

A difference exists between first person singular and first person plural. To the recipient of a communication from you, that difference can be measured in light-years.

Herschell Gordon Lewis

A one-to-one message should come from me, not from us. “We” is impersonal. Responsibility for a “We” message is perceived to be spread across a field of non-persons. “I” is the positive pronoun of choice.

But don’t totally discard “We.” It can be beneficial in two circumstances. (1) Has a decision been made as an institution? If so, “We” will communicate that well. (2) Though you may be the communicator, are you not personally responsible for the message? If so, “We” will gently emphasize that you aren’t personally responsible.

“I’m delighted to welcome you” communicates a receptivity-factor that “We’re delighted to welcome you” can’t match. That very point should suggest the wisdom of using “We do regret” instead of “I do regret” when turning down an applicant. You might even accompany rejection with the words “at this time,” as a softener and an ego-saver.

Do you want to build rapport? Do you want the recipient to think he or she isn’t dealing with a brick wall? Then use “I.” That’s what you’d use in conversation, isn’t it?
 

Herschell Gordon Lewis writes direct response copy in Fort Lauderdale, Florida, for clients worldwide. A former academician, his 29th published book is entitled “Open Me Now.” His web site is www.herschellgordonlewis.com.