As an author, you are singular. So ditch the editorial “we.”

As an author, you are singular. So ditch the editorial “we.”

If you are an author, you really should stop writing about yourself in the plural. Unless you are royalty or have a multiple personality disorder, it’s fine to say “I.” For example, “Next, I’ll explain three steps you need to follow to begin investing in bonds,” or “I’m sure you’re wondering why publishers aren’t more…

The pronoun conundrum: “we” vs. “you” in business advice

The pronoun conundrum: “we” vs. “you” in business advice

Business books are full of advice. They’re also full of pronouns — and pronoun-driven confusion — around when to use “we” and when to use “you.” Start with this: you should write directly to the reader. Compare the following two alternatives: Marketers must spend less time on SEO and more time on the creation of…

Proof that the pronouns “I,” “we,” and “you” improve not just your writing, but your stock price
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Proof that the pronouns “I,” “we,” and “you” improve not just your writing, but your stock price

One of my simplest and most powerful tips is to use “I,” “we,” and “you” in your business writing. Now researchers at the A. B. Freeman school of Business at Tulane have proven my point. As described in the Wall Street Journal, Zhenhua Chen and Serena Loftus of Tulane conducted pairs of simulated earnings calls. One…