Hot take: your captions say "I" and "we" too much to convert.

Hot take: your captions say "I" and "we" too much to convert.

We rewrote 40 captions to hit a 5-to-1 "you" versus "we" ratio — flipping "We built a tool" into "You'll close faster." Click-through climbed 31%. Every "we" is a sentence about you that the reader has to translate into what's in it for them.

Count your "you"s. Most copy has none. Fight me.