Allison DeFord: The Cure for Those Suffering from the “We-We Syndrome”

Do you suffer from the “We-We” Syndrome?

Wait, the What?!?! 

Well, sorry to be the bearer of bad news today. 

However, there is an absolutely awful disease that is causing massive disruption for many small businesses and entrepreneurs. 

It’s been racing around the world, almost like a crazy pandemic.

As we dig into the “We-We” Syndrome, this section is dedicated to my bestie, my soul sister, Allison DeFord who uncovered this awful and contagious illness. 

Allison DeFord is the Founder, President and Trailblazer of Felt Marketing, a Brand Strategist firm for manufacturers. 

Allison is also the co-host of the incredibly entertaining and informative podcast MFG OutLoud – with her awesome co-host Ray Ziganto. 

To shed a light on a few of Allison’s Superpowers, she is one of the most brilliant, creative, passionate and most importantly, possibly the funniest human being that I have ever met. 

It doesn’t matter rather it is her amazing newsletter, her podcast, a social post or video, Allison is absolutely hysterical. 

Warning: While reading anything by Allison, please avoid drinking any liquids at that time.

Otherwise, those liquids will end up on your keyword and ruin your computer. Yes, she is really that funny! 

Anyway, let’s get serious (not really). 

As an entrepreneur we suffer from many ailments and sicknesses. 

Some much worse than others. 

Actually, they can even evolve into a dreadful disease. 

According to Allison, a perfect example of a horrific sickness that many entrepreneurs suffer from is called the “We-We” Syndrome. 

What is the “We-We” Syndrome? 

So glad you asked. 

Allison explains the “We-We” Syndrome occurs when a business or entrepreneur only focuses on themselves instead of their customers. 

An example of the “We-We” Syndrome on small business website might include language that goes like this: 

• WE deliver on time.
• WE have top quality products.  
• Yes, WE have wonderful expertise. 
• WE have amazing capabilities. 
• WE are the BEST. Just Ask Us. 

When Allison introduced me to this awful disease, of course I needed to change the wording on my very own website immediately. Yes, my own website was completely full of “We-We”. Quite embarrassing!

Well, please stop reading this post right now to check out your website or social media platform of choice.

Then, count how many times your business website and socials use the word “We”. 

Allison DeFord: The Cure for the Dreaded “We-We”Syndrome

Allison takes a deep dive on how to cure yourself from the ghastly “We-We”Syndrome by making it all about your Soulmates (potential customers): 

You know, most companies are still trying to market and communicate rationally features and benefits, “look how great our product looks.” 

It’s not motivating. And the thing is, they just don’t know that people communicate, you know, with their heart.

Well, people make decisions based on emotions, nearly 90% of the time.

So, features and benefits are not engaging your emotion.

So why continue tapping into only 10% of the decision making brain when you could tap into 90%? You can start by talking about, what’s in it for the customer? Because that’s what they care about.

Most of the time when I tell manufacturers this, they look at me with this blank stare like, “What? Really?” And, you know, then people back the decision up with rational thinking.

So traditionally, I feel like many manufacturers and brands have done this bass ackwards.

Right, and I myself have been guilty of this in the past, where we try to market to somebody rationally with features and benefits and pictures of our fleets of trucks and piles of lumber and you know, our big staff and our big building.

And then we sort of forget about that emotional part.

And effectively, you’re making it harder, harder to choose you and to trust you. 

So by making your customer, the hero of your story, you engage 90% of the decision making brain instead of only 10.

Wow! That sounds easier.

Then you make it easier to trust you faster. We all want that right?

Because it’s challenging and people  have to trust you before they buy from you.

And then you demonstrate that by choosing you, they will transform in some way, they’re going to become faster, smarter, stronger, cooler, more profitable. And who doesn’t want that?

So, how in the hell do we do this? Well, it doesn’t have to be complicated or difficult.

One, we’re going to invite them into the story to we’re going to describe their hero state, we’re going to guide them with a plan, you’re going to become their Sherpa.

And then we’re going to close the story loop.

It’s think of this like, foreshadowing in a movie. Right?

You get really excited when you know that Luke Skywalker is probably going to walk out of this movie alive at the end, he’s going to conquer the bad guys. You want to close the story loop and show people their success.

So we want to help you create better substance so that when you turn up the volume, people dig what they’re hearing.

What is that overall journey look like for your customers? Because that’s the overall experience.

Always try to answer these 3 questions:

1. What’s in it for them?
2. Why should they buy this thing?
3. Whatever it is, why should they buy it from you?

And if those three questions can be answered in every bit of content that you put out on your website, it will make it so much easier to trust you and to choose you.

Standing ovation Allison! 

Check out the entire discussion with the AMAZING Allison DeFord