A/B Testing Idea #126 - Draw in your customer by using "we"

Tactic_Draw in your customer by using


By using a personal pronoun instead of an impersonal form, you immediately involve your customer in the situation or product you're referencing, which will trigger a subtle emotional response and make them feel connected to you: part of the "we" team.

It also gives an important human connection, which will help make your customer feel as though they are interacting with a somebody rather than a something. They will feel as if they're being directly spoken to and will be more likely to feel a connection and interact further with your brand and website.

Inspired by Nick Kolenda 


  • Social Cognition (Pelham; Carvallo & Jones, 2003)

The Research

Social Cognition

Social Cognition explains the way that most people associate positively with themselves and therefore tend to prefer things that are connected to them.

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