B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
13%
13% -- increase in feeling need to take action to fix problem for prospecting email recipients (2025)
Using 'you' instead of 'we' in prospecting emails made respondents feel 13% more strongly that they need to take action to fix the problem.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
13%
Unit
Percentage
Data Vintage
2025
Entity
Geography
APAC
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Corporate Visions
Primary
Tier B
https://saleshq.com.au/change-your-marketing-and-sales-success-by-changing-one-little-word/ ↗
Source Article
Change Your Marketing and Sales Success by Changing One Little Word | SalesHQ
Replacing the word “we” with the word “you” in your marketing and sales messaging may create a double-digit improvement in key responses, according to a new simulation-based study performed by Corporate Visions, in collaboration with professor Nick Lee from the Warwick School of Business.
In prospec…
Original Research
Corporate Visions
· Original study ↗
Methodology
Simulation-based study by Corporate Visions with Warwick School of Business
Methodology documented
Segmentation
Industrymarketing
RegionAPAC
RoleAll marketers
Channelemail
Cite this stat
Plain Text
prospecting email recipients: 13% increase in feeling need to take action to fix problem. Source: Corporate Visions (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/you-phrasing-need-to-take-action-13pct
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<blockquote cite="https://lighthousedata.io/data/you-phrasing-need-to-take-action-13pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>13%</strong> -- increase in feeling need to take action to fix problem for prospecting email recipients<br><small>Source: Corporate Visions (2025) · <a href="https://lighthousedata.io/data/you-phrasing-need-to-take-action-13pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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