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27d ago in Marketing
The One Word Elon Musk Uses to Instantly Build Authority and Trust—And How You Can Too
Words have power. They shape perceptions, influence decisions, and build trust. For entrepreneurs, real estate professionals, and mortgage experts trying to stand out in a crowded market, the words you choose can mean the difference between connecting with your audience and losing them.
Here’s the game-changer: Elon Musk’s favorite power word isn’t some complicated jargon—it’s “We.”
Yes, “We.”
And using it effectively can elevate your authority, create trust, and even boost your conversions. In fact, after testing this shift in my messaging, I saw a 13% increase in conversions on a single post.
Let’s break down why this works and how you can apply it to your business today.
1. The Power of Perception
Your audience might know about you, but they don’t know you. Every word you use shapes how they perceive you and your business.
When you consistently use “I,” you may unintentionally project a limited scope—just one person working alone. But when you use “We,” you communicate that there’s a capable team or system behind your success. It creates an instant perception of strength and reliability.
2. The Trap of “I”
Sound familiar?
  • “I help buyers find their dream homes.”
  • “I can show you how to refinance and save.”
  • “I built a lead generation system for realtors.”
Using “I” in every sentence can weaken your authority. Why? It unintentionally projects a solopreneur mindset, emphasizes ego, and creates subconscious barriers between you and your audience. While it’s great to take ownership, overusing “I” can make your business feel smaller than it is.
3. Why “We” Wins Trust
Here’s why “We” works so powerfully:
  • It projects scale: Your audience assumes there’s a team, system, or larger operation behind you.
  • It implies collaboration: People feel like they’re partnering with an organization, not just an individual.
  • It builds psychological authority: A business that says “We” feels more established and trustworthy.
  • It activates imagination: “We” creates a picture of expertise, resources, and support that can solve problems more effectively.
Think about how “We help homebuyers secure their dream home” lands compared to “I help homebuyers secure their dream home.” The difference is subtle but impactful.
4. The Psychology of “We”
Using “We” creates a subtle but powerful shift:
  • “I” creates division: It’s you versus your audience.
  • “We” builds unity: It’s you and your team working with the client toward a shared goal.
  • “I” limits scale: It suggests a single person’s capability.
  • “We” expands possibilities: It hints at a well-oiled machine, ready to deliver results.
When Elon Musk says, “We’re putting humans on Mars,” he’s not just describing a project—he’s projecting authority and aligning everyone behind a collective mission.
5. When “I” Still Has Its Place
There’s still a role for “I” in your messaging, but it’s all about context. Use “I” strategically:
  • To share personal stories: “I remember when I closed my first deal—it changed everything for me.”
  • To admit mistakes: “I made a mistake, but here’s what I learned.”
  • To take responsibility: “I’m committed to ensuring every client gets the best service possible.”
  • To build relatability: “I know how overwhelming buying your first home can feel.”
The balance is key: Use “I” to show humility, but lean on “We” to radiate authority.
6. Action Steps to Implement Today
Want to test this for yourself? Here’s how to get started:
  1. Audit Your Messaging: Look at your website, emails, social media posts, and client scripts. Count how many times you say “I” versus “We.”
  2. Rewrite Key Phrases: Shift from “I” to “We” in areas where you want to project scale and authority. Example: Instead of “I can help you generate leads,” say “We can help you generate leads.”
  3. Practice in Conversations: When speaking with clients or leads, use “We” to position yourself as part of a larger, capable team.
  4. Test Your Results: Pay attention to how your audience reacts. Do they engage more? Do they feel more confident in your ability to deliver results?
Why This Matters for You
Whether you’re a mortgage professional, real estate agent, or entrepreneur, the words you use shape your reality. By simply switching “I” to “We,” you’re not just changing your language—you’re changing how people perceive your business.
This isn’t about pretending to have a bigger team than you do—it’s about showcasing the systems, support, and expertise you’ve built to serve your clients better.
Your Turn
Try this shift in your messaging today. Then, share your results in our free community of like-minded professionals who are on a mission to grow their businesses using AI, digital marketing, and automation.
We’re here to learn, grow, and succeed together. If you’re not already part of our tribe, now’s the time to join. Let’s connect, share strategies, and elevate each other’s game.
To Your Success,
Alex Caragiannides
P.S. What’s one phrase or script you’re going to rewrite using “We” instead of “I”? Drop it in the comments—I’d love to hear how you’re putting this into action! 🌟
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Alex Caragiannides
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The One Word Elon Musk Uses to Instantly Build Authority and Trust—And How You Can Too
The Marketing Edge Network
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