The me-me-me monster is killing your message (and what to do about it)
You're proud of the work you do. You know the difference you make in people's lives. And you want to help more people with financial advice.
So, on your website and your social media accounts, you talk about what you do and how you help.
You want to get your message out.
"We help you grow and protect your wealth through our comprehensive financial advice services."
"We work with clients to give them confidence and peace of mind about their financial future."
"We specialise in superannuation, retirement planning, investment management, personal insurance and aged care planning."
"Our clients love working with us to achieve their financial goals."
Beware the monster
But that passion and pride in what you do, and desire to share it with the world, can leave you with a message that's more about you than your dream clients.
"We help you..."
"We work with you..."
"We specialise in..."
We. We. We...
Me. Me. Me...
It's clear you care about the people you love to help. Your good intent is clear.
But when you use "we" and "our", rather than "you" and "your", you miss an opportunity to connect. You default to telling your story, sharing your beliefs, and positioning your value from your point of view.
It's the me-me-me monster. And it's killing your message.
YOUify your message
When you use "you" and "your", rather than "we" and "our", you're gently nudged to look at your message from the clients' perspective.
Using "you" helps your dream clients see themselves on the page. It helps you communicate through their story, rather than yours.
"We help you enjoy the freedom of your own SMSF while removing the stress of managing it."
That's not bad. It already has a "you" and "your" in there. But try making the clients' worldview and the benefits they experience, the core of your message. The "we help…" is implied.
Start your sentence with "you".
"You enjoy the freedom of having your own SMSF and handball the stress of managing it to your favourite financial planner (*ahem*)."
Then, once you've YOUifyed it, you can play with it so it sounds a bit more natural and fits with the other sentences around it.
You can even simply remove the first "you" to make the statement more punchy.
"Enjoy the freedom of having your own SMSF and handball the stress of managing it to your favourite financial planner (*ahem*)."
Help your dream clients see themselves on the page
Let's try another one.
"We help Australian families build wealth and enjoy life more."
YOUify it and it becomes:
(Your) "Life has a bit less stress and a lot more fun when you've got a plan for looking after (and growing) your family's finances."
There's a hidden "your" at the front, and the added description gives it more oomph. You could do a lot more to paint a picture of what life with less stress and more fun might look like, but more on that another day.
But can you see the change in how the message comes across?
Use it everywhere to make your message more effective
Once you start YOUifying your message, you'll use the technique everywhere — emails to clients, articles for your website, SoAs, and welcome letters. Even in conversations.
It means you're more likely to share a message that's humble and client-focused, and help your dream clients feel valued, seen and understood.
So, take a look at your website or the next email you write to a client. Start by YOUifying just one sentence.
Share your message through your dream clients' story, not yours.
The change is powerful, don't you think?