In My Opinion: Own It.

Authentic

Defined as “something is real, genuine, and exactly what it is claimed to be.”

In a world where AI dominates, everyone is demanding authenticity.

So why is it that on LinkedIn and websites, business owners refuse to present themselves authentically by pretending to be multiple people?

Just me, myself and I

Over 3 million people in the UK are sole traders. That’s 3 million people going it alone every day, building a living entirely on their own skill and effort.

Yet many of them can’t bring themselves to use the word “I” and default to “we” instead in their marketing.

Imposter Syndrome?

Do sole traders who call themselves “we” feel less credible on their own? They shouldn’t. The UK economy runs on entrepreneurs brave enough to back themselves without a team behind them.

Size Matters?

Is it about looking bigger? Do they think clients will feel more confident if they believe they are employing a larger company with multiple people?

Be proud. Be authentic.

When working with a sole trader, I know exactly what I’m getting.

• I know the face of the tradesperson who’ll walk into my home, because it’s the same face on their website and socials.
• I know who will actually answer the phone when I call.
• I know the skills and backstory of the person designing my logo.
• I know the story and approach of the person I’m paying.

Why would that person pretend to be anything else other than an awesome, gutsy entrepreneur?

Using “we” when you’re a one-person business starts the relationship with a fib. And once trust wobbles at “we,” clients start wondering what else might be exaggerated.

In My Opinion

If you are currently referring to yourself as “We” in your business marketing, take a minute to think what that says about your values and business approach.

Then do the edit. Switch to “I.” There’s only one of you, and that’s your biggest selling point, not something to hide. Shout about your USP and be proud to be “I”.