It seems well-intentioned and inherently logical: Show your prospects you understand their world by positioning yourself as a member of their tribe.

But is that really how buyers hear the word “we” in these types of conversations? Is that how they actually react to it? Will you create more opportunities or increase the possibility of a sale by we-phrasing?

Or is there a better way?

In this State of the Conversation report, you’ll discover new, counterintuitive research that proves how changing one small word in your marketing and sales messages makes a big difference.