When to Use 'We' and 'Our' in Client-Facing Documents: A Professional Perspective

Undeniably, the choice of pronouns and tone in a client-facing document can significantly impact its effectiveness. A critical discussion revolves around the appropriate use of 'we' and 'our' in such documents. Understanding when to incorporate these pronouns can enhance the professionalism of your writing and better connect with your audience. This article explores this topic in the context of different types of documentation, emphasizing the importance of a client-centered approach.

General Guidelines and Exceptions

In client-facing technical writing, the use of 'we' and 'our' is often limited. For instance, in user manuals, where the focus is on clear, actionable instructions, these pronouns are typically avoided (in favor of 'you'). However, there are scenarios where their use can add value. For example, in an AD folder or white paper, which often provide background and context for the product or service, a softer, more conversational tone might be beneficial. Here, using 'we' or 'our' can make the document more relatable and less formal.

Technical Writing and Instructions

Technical writing is fundamentally about providing instructions. Hence, imperative verbs are often the primary choice. Phrases like 'do this', 'click here', or 'type this in' are direct and straightforward. 'We' or 'our' is usually reserved for when a specific example needs to be given. In such cases, describing actions taken by your company using 'we' can help provide context and credibility. For instance, 'We have developed this feature to ensure...' or 'Our team has tested the system thoroughly,' effectively add a personal touch without overstepping professional boundaries.

Professional vs. Personal Tone

The distinction between using 'we' or 'our' and alternatives like 'me' or 'your' is not merely stylistic. It reflects the level of formality and the perspective from which the document is written. 'We' and 'our' imply a sense of shared ownership and inclusiveness. On the other hand, 'me' or 'your' presents a clearer, more direct interaction.

For instance, referring to your company as 'we' and 'our' can make the document seem more approachable and relatable. However, if the document is focused on a contract or a legal agreement, using 'I' or 'me' might be more appropriate, as it emphasizes individual accountability. In a client-facing document, it is crucial to consider the target audience and their expectations. A client might be more interested in understanding their own situation and needs, rather than feeling part of a collective.

Why Not to Use 'We' and 'Our'

Utilizing 'we' and 'our' in a document is not only less formal but also less effective in certain contexts, particularly in commercial copy. This approach can be counterproductive because the primary focus should be on the customer's interests, not the company's. For example, on a website, the 'About Us' page is often the least read section because it does not directly address the visitor's needs. Instead, the 'Contact Us' and 'Our Services' pages are more relevant and engaging.

When writing for clients, it is essential to shift the focus from the writer (using 'I', 'me', 'mine', 'us', 'we', 'our', 'ours') to the client ('you', 'your'). This shift in perspective can make the copy more engaging and relatable. For instance:

Rephrasing Examples:

From: 'Our team is committed to delivering quality service.' To: 'We are committed to delivering quality service' (more personal and relatable) To: 'You can trust us to deliver quality service' (direct and focused on the client's benefit)

Using 'you' (along with 'free') as suggested by many copywriters, is a powerful and effective way to engage the audience. It focuses the reader's attention on their own goals and needs, rather than the writer's aspirations. This approach can lead to a more impactful and persuasive document.

Conclusion

In summary, the decision to use 'we' and 'our' in client-facing documents depends on the context and the audience. For technical, instructional, or user-facing content, it is often most appropriate to avoid these pronouns in favor of clear, direct language. However, for client-facing content, a more relatable and engaging tone might require their occasional use. The key is to maintain a balance that ensures clarity, professionalism, and a clear focus on the client's needs.

For those seeking further guidance on writing effectively in the technical and client-facing realms, the Technical Communication Center LLC provides valuable resources and tips. Whether you are a seasoned writer or a professional seeking to enhance your skills, understanding the nuances of professional language can significantly impact the success and effectiveness of your documents.

Remember, the reader is there to solve their problem, not to learn about 'us'.

Resources:

Technical Communication Center LLC