In Reality Marketing Revolution by Mike Lieberman and Eric Keiles, there’s a great idea for checking whether your website’s key messages are hitting the right spot.
Very simply, take screen shots of your website pages, starting with the home page, or open up the Word version of the website content (the content you finalised before you uploaded it to the website) and:
- Draw a blue circle around every word “you or your”.
- Draw a red square around every word “we or us”.
You’ll immediately see if you’re talking about yourself too much or are rightly focusing on the customer. Give it a go – it takes no time at all and can be a real eye-opener!
Using ‘you’ and ‘your’ is something we at Proof Communications have always advocated when writing B2B content, including tenders and proposals. If you need help with any such content, just give us a shout.