When 'us' os opposed to 'them', what 'us' means will be less 'them-like' than it would if 'you' and 'I' are considered alone.

I'm going to encourage you a little, to help you get started. :)

I am going to encourage you a little, to help you get started :)
Since you looked us up and read the site enthousiastically, I would like to offer you a big discount.