Orangeville, ON (Jason Mead) I’ve noticed a new trend. People who operate a solo business, signing their emails “The _ Team.” This pompous pump-up belongs in the same dustbin as “the royal ‘we.'”
Historians tell us that Henry II of England originated the custom. For King Henry, “we” referred to his co-reign with God. When someone who works alone today uses “we” instead of “I,” it signals either shame at being small or royal pretentiousness.
Both “The _ Team” and its cousin “we” distance you from customers who may prefer to know who they’re dealing with. You should avoid vague, diffuse “we.” You cannot capitalize on your talent, one-on-one relationships, or personal strengths.
In the so called the Age of Authenticity, you’re putting on a mask that doesn’t fit well. Such branding sets up a smokescreen rather than relevant credentials and background information.
I offer one final cautionary note. Psychologist James Pennebaker analyzed 400,000 writing passages, including court transcripts. He found people are prone to using “we” when they’re lying.
James Doan 
Behind every effective marketing presentation is a great message. A powerful marketing message makes the presentation easy. A muddled, unclear or incorrect message makes developing the presentation difficult.
Paper, audio, and electronic media clutter the modern, super-competitive advertising environment. The message is the foundation of the presentation. It must grab attention, build brands and capture sales.
SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)
This is a technique used to help identify strengths and weaknesses. Ask yourself questions about your strengths. You can locate your meaningful contributions and determine your competitive advantage.
Ask yourself these questions:
What do I do best?
What unique knowledge, talent or resources do I have?
What advantages do I have?
What do other people say I do well?
What resources do I have available?
What is my greatest achievement?
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