Don’t waste space in your marketing talking about I, me, we, us, or our. The customer doesn’t care about you, and what you have to say about your company, product or service is far from objective.
Use you, your and other terms that talk about the customer. What does the customer want or need? How will they get it from your company? That is customers want to know. Don’t talk about what you do, show them what they get.
Get others to talk about you. Include testimonials from real people telling why they love your products.
When you have to talk about yourself, do it in the third person. “Acme Widgets received the top rating from the National Widget Buyers Association,” not “Our widgets received the top rating…” The first version sounds more “newsy” and also reinforces the brand name.
Focus on the customer with “you” language, and tell them what matters to them. There is no “I” in sales, but there is a “U” in success!