Marketing’s job is to persuade the prospect to choose you over your competitors. Most marketing vehicles, from ads to websites, use “we” when they should be using “you.” While you certainly need to explain why you’re the better choice, and elaborate on the distinct benefits only you can offer, you have to do it from the prospect’s perspective instead of your own. So instead of saying “we offer this and that,” say “you can take advantage of this” and “you’ll enjoy that.” The pronoun you choose is the difference between bragging and selling.
