Is there a “we” in your email copy?

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Last Sunday, even if you don’t like golf, you probably heard about Jordan Spieth’s collapse during the final round of the Masters.

He was leading by five shots halfway through the final round. He had a spectacular front nine. Then after two bogeys he got a quadruple bogey on the 12th hole. “Buddy, it seems like we’re collapsing,” he said to his caddie.

And that’s the thing with Jordan. He always uses the pronoun “we” when talking about his golf game.

“Of course we’re going to fight back. There’s no give up in us. We tried but it was just one bad swing.”

“I’m confident in the way we play golf. When we’re on I believe we’re the best in the world.”

Sure, you could dismiss it as false humility, but I think it’s the case that golf at this level is now a team sport these days, and he fully recognizes and appreciates that.

Copywriting is similar to golf in that it appears like it’s an individual sport but in reality you need to view it as a team sport.

Do you ever say, “We wrote a great email series?”

It can be hard to do if you’re a freelancer, or if you have your own business and write your own copy, but it’s a perspective shift that makes it possible to write better copy.

It’s important to develop a team, and by team I mean more than Facebook groups, a mentor, and masterminds.

I devote a lesson to this in A Year of Email Copywriting.

The more voices your team has, the stronger your own voice will be.

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