If you’re starting your copy with ‘we’ or ‘I’ statements, you’re starting your copy wrong.
At the end of the day, people don’t care about you or your business, and they certainly don’t want to be told all about how great you are. What they care about is what you and your business can do for them. So tell them!
Talk about the customer: what they want, what they need, and how you can give it to them.
Customers don’t care about the features of your business, all they want to know is how it benefits them.
For example. You could tell potential customers that you sell shoes that are made of leather, are breathable and steel-capped. But they’re more likely to want to know that your quality leather shoes will save them money and time having to buy replacement shoes every year; and the steel-caps will mean that they can feel safe at work knowing their toes are protected from harm.
People like talking about themselves. The more you make your copy about your customer rather than yourself, the more interested they’ll be. If you aren’t making it clear what benefits you’re offering your target market, they’re unlikely to stay interested in you for long.
If you’re writing a lot of ‘I’ or ‘we’ statements, your copy is too business-centric. Make your copy about the customer. Fill your writing with ‘you’ statements’.
Sales is all about solving problems for your customer. So don’t talk about yourself, talk about your them.