Use "I" when you want to convey something personal; use "we" when you want to convey unity, mutual empathy or some other connection with your team and audience.

Use "I" when you want to convey something personal; use "we" when you want to convey unity, mutual empathy or some other connection with your team and audience. If it's a close call, a good rule of thumb is to think hard and be honest -- are you referring to yourself or to your team? Examples: 1) I'd say "I deeply apologize" rather than "we deeply apologize" when I want to be clear about owning responsibility for a corporate failure without hiding behind our corporate outfit. 2) I'd say "We're excited to launch..." to convey a team's hard work, dedication and excitement. 3) I'd say "We all hate having to do foo. That's why we created bar!" to show mutual empathy with our audience and convey that we are trying to solve a problem that "we" all have. These tips mostly come from a public speaking class that I took, but they've served me very well for writing copy.