There are three dangerous words to avoid in your listings – “I”, “we” and “our”. 

No matter what product you’re selling, whether it’s a home or a TV, the buyer doesn’t care about the salesperson; the buyer only cares about themselves. 

That’s why your buyers will get turned off if your listings use “I”, “we” and “our”. 

Instead of using words that put the spotlight on you, you need to use words that put the spotlight on them. 

The two best ones are “you” and “your”. If you regularly use those words in your listings, your buyers will feel your words are speaking directly to them.