Last week we read a NY Times article on religion and spirituality in America. Although worth a read, we weren’t truly engaged until the author revealed her personal connection. No surprise. Many writers and speakers, out of politeness or habit, favor reporting on an issue rather than revealing their perspective. But unless an audience sees the author’s connection with the subject, the content is rarely as compelling as it could be.

If you work on a team, you were taught to always say “we.” But most of us who write or present do so to enlist others to take an action. And while “we” sounds more inclusive, the use of “I” makes your audience grasp your connection to the subject and be more easily persuaded. When giving a list of three items or actions, consider using two “we’s” and one “I.” Personalization rules. Note: This does not mean you should be self-aggrandizing or take full credit.

Keith Richards and Mick Jagger of the Rolling Stones wrote I Can’t Get No Satisfaction, even though there were two of them. The use of “I” personalized the song, which became a #1 hit. It is the same with I Got Rhythm… I’m Bad… and I Love Paris, and so on. Listeners hear the lyrics and think, “Yes! Me, too.” Thanks, Mick and Keith.