I laugh every time I see it. “We do this, we do that”, all the while I know it’s one person running the show. Many of the businesses and sites are one man shows yet they always write in the “we” tense. There are a few reasons I believe people seem to feel more comfortable by pretending to be a company or a team, rather than a person.
The first is the most obvious. They want to appear larger or more “professional” by making us think there are several people working at the company. That you are not dealing with a a guy working out of his basement office. “We work hard to provide you with the best service on the net” actually translates to, “I check my email a lot” Or the office just happens to have a bedroom and a kitchen and the website owner actually live.
A second reason is Google. To get on the Google news feed you have to have more than one author. This is the reason you see multiple writers listed under the authors sections of blogs even though the entire blog is written by one person. You need have a few articles written by someone else to qualify. I think its a stupid rule of Google’s because one person can handle the workload to keep up quality ,Google worthy articles. Look at the domain blogs that are on the Google feed and it proves it. Three great guys that do it by themselves.
Finally, it’s a shield. A shield from the pressures of being the face of an entity. All praise and blame come right to that one person. You have to deal with things directly when everyone knows it’s just you. It usually is a legal shield as well. Reducing the personal liability. On the Internet you can be several different people. Nobody sees your face or knows your real name. You are only a few keystrokes away from being whomever you like.
Another common act on sites are claiming to be the best or number one. “Your #1 source for” something or “The top choice for” something else. I’ve always wondered who made them number one. It’s not ever based on data or some accredited award. For instance, TNTNames said today “thank you again and again for making TNTNames.com and making it your number #1 place to find some great domains” . I missed the awards ceremony for “#1 place to find domains”. I thought for sure Godaddy would have at least been nominated. But we can make any claims we want on the Internet and usually get away with it. They are a great place to find domains, but #1?
And despite all this, it is the same things that make the Internet such a wonderful place to make money. You don’t need big staff. You can be number one. You can be whatever you want. You have the world at your fingertips. It’s why most of us will achieve great wealth. We understand this and we are the pioneers of this relatively young space. It’s also the reason that reviews are one of the biggest businesses on the Net. People need conformation from others that this site is legit because there are so many sites. That whether it’s one person or 1000, they can deliver what they promise. That multiple others agree that they are number one. And that leads me to the secret to building a business on the net. Not the big claims or pretend company payroll, it’s building trust. A trust that that can’t be built through posted claims but real reviews, word of mouth, and articles from trusted sources. Everything else is a facade.