Honest or Too Honest?

[Wildcat]

After reading many articles suggesting that many microbusiness are hiding behind a fake persona, suggesting that they are bigger. Using website copy such as "we", "our", "our staff" etc. they pretend to be something they are not.

I consider myself an honest person and these articles made sense to me. Why pretend to be something I'm not! And so...

I edited all of my website content to state that I am the business owner/operator, the person you speak to, the person who designs, creates & delivers your new website.

I am an open book with nothing to hide but since the change to my website copy I have not had a single new enquiry. Not one! And it's been three months since the change to my site. I am still receiving word of mouth referrals from existing clients and I have enough work for now but I'm looking too the future and wondering...

Am I being too honest? Is my honesty turning clients away?

[JohnSheppard]

You can never be too honest if you only tell your customers the benefits of a sole/single operator

Well...depends on which God you believe in I guess...

That is....if you are a person who does everything themselves, then say I, and make your whole website revolve around how great you are and why having only one person is beneficial to their company, etc. Put a big picture of yourself on the front page looking really cool

If you want to grow into an agency, then use we, as that's what you intend to be.

[nominal]

I really wanted to comment on this post, but our entire sales team just went out on a fun day together with the customer support department, so that only left the finance team and the board members to do the real work.

[Chris Bates]

Tell it how it is!

Not many people are going to care that you're solo, in fact - it's a point of difference. So I would go one more than just changing "we" to "I", I would shout it from the rooftops!

Why is dealing with you, yourself, and only you better than dealing with an agency when it comes to website design?

I know firsthand that all of our clients loved the fact they dealt with the person doing the work, and not a sales person who's clueless about website design.

[Emroy]

Hi Wildcat,

To be honest, if I was reading someones website copy the "we" or "I" wouldn't even mean anything to me, mainly for the reason you said initially - You were using "we" when you were an "I".

I agree with John Sheppard, if you are planning on staying solo for the duration of your business, stay "I". If you are planning on growing, say "We".

Also, on a side note. I read a case study in a book a few months back (I think it was the E-Myth). Cut a long story short, there was this mechanic - He ran a very successful garage that was thriving for you, except everything was about him. All the customers spoke to him, he answered all the calls and he fixed all the problems. He was the "face" of the business, while the the staff did the work. When he felt he was getting a little old, he started to take steps back from the business and have his staff fill in for him, his business went downhill quickly. The whole business was built around that one person and then when he left, it fell apart.

- Jake

[DavidM]

I recall this question being asked before here

The consensus being that it's up to you. Personally I prefer to say 'me', but it would depend on the industry and short/long term plans.

Cheers,

[silvergirl]

I have traditionally considered my business entity to be a "we" like the royal we ... makes things much much easier to write about yourself and what the company is doing. I don't consider this to be dishonest, and it can be reassuring to prospective customers.

It leaves you far more flexibility - for example if you take time off and get a contractor to look after your clients, or if you add others to your team, again even if they are contractors or casual staff. And as already mentioned, it gives you room to grow.

Gerber's E-Myth Revisited is the perfect example of how this works in practice.

[Terry LD]

Wildcat,

I had a look at your website and saw that in the first half of the front page you talk about your 'bio' in the third person refering to Cathy. Then in the second part you are talking about your business and talk in the first person of 'I'. This change of tack is off putting in my view.

I would think you are trying to offer personalised services so I would sack the third person, think of the wages saved already , and just stick with the 'I' form for the personal touch from the first person, you. I would also suggest you re-order the points to be those about your business and why people should deal with Wildcat Design first and then back it up with your personal qualifications and strengths.

The last line of your text invites people to call you or visit your contact page, however the link goes to the Joomla 404 page. Obviously update the link but also consider replacing the Joomla default 404 page with something that looks like the rest of your site.

And finally when I did get to the Contact page, and a few other links to email you, all said 'enquiries@wildcat.....' If you are going for the personal feel then 'cathy@wildcat....' is not as cold as a generic address.

Terry

[Jay-T]

Just make sure that the change from "we" to "I" is the reason people aren't inquiring.

What other variables have happened lately that could have created that outcome?

There's big difference between 'cause' and 'correlation'.

[Dymond Institute]

Hi Wildcat,

If you’re positive that your decline in enquiries is a result of articulating yourself as a soloist, then I’d suggest reverting back to ‘we’. And to be perfectly honest, there’s nothing unethical about doing so.

Let me please explain. Most people have flown on aircraft at some point or another. The flight crew instruct passengers, during their flight briefing, to fit their own oxygen masks before assisting others in the event of an emergency. Their rationale: if we pass-out as a result of oxygen deprivation, we’ll be unable to save our fellow passengers.

The same applies to the survival of businesses. Regardless of whether we’re supplying tangible goods or intangible services which are beneficial to others, your demise as a result of ineffective wording reduces your ability to fulfil your clients’ needs. This may well, in all reality, reduce their chances of survival.

Cheers,
Russell
Dymond Institute