Use 2nd Person Perspective for Focused and Engaging Writing
If you want a smoother writing process and results that speak to your audience, stick with 2nd person perspective.
Different Perspectives for Different Situations
As you might remember from English class, there are three different perspectives you can use in writing and speaking. They’re called 1st, 2nd, and 3rd person, and each one has its uses.
1st person perspective focuses on the speaker with words like “I”, “me”, “mine”, “us”, “we”, and “ours”. An author would use 1st person perspective to tell a story from a character’s point of view. You use this perspective to talk about yourself or a group you belong to.
3rd person perspective is used to talk about people who aren’t around. These people are the “they”, “she”, and “he” of 3rd person perspective. They aren’t the writer/speaker and they aren’t the reader/listener. It’s great for telling stories and writing news articles.
2nd person perspective is in between these two. It’s the perspective you use to talk to someone who’s right in front of you with words like “you” and “yours”. You probably use the 2nd person perspective most in conversations with other people, when it would be rude to talk about them as if they weren’t there (3rd person) and also rude to talk only about yourself (1st person).
2nd person perspective is less common in writing than the other two, but has two big advantages for marketing communications:
- It keeps you focused on your prospective client’s viewpoint.
- Your messaging will be more conversational and engaging.
Keep Things in Perspective
If you’ve ever tried to write about a product or service that you know backwards and forwards, you might have struggled to decide where to begin and what details to include. Trying to narrow down your message is frustrating and ends up taking forever.
Changing perspective is the key to solving this problem. Even if your product sounds great to you, no one is going to buy it unless they think it will benefit them. Review the marketing research and personas you’ve developed, and then try writing in the 2nd person to address your ideal customers directly. First introduce your audience’s problem and then show that your product or service is the solution.
Speak to Your Audience
Because the 2nd person perspective is the most conversational of the three, it’s your best choice for speaking directly to prospective clients. This style of writing is more personable and less formal, which increases the chances that your audience will connect with your message.
By taking the time to see things from the client’s perspective, your communications will demonstrate your understanding. You’ll write like you were speaking to someone you actually wanted to talk to, and you’ll avoid talking too much about yourself or taking your listener for granted.
Need a New Perspective on Your Marketing?
We can help! We’d be happy to discuss your goals and find the marketing tactic that works for your business and your budget. All you need to do is reach out and start the conversation.
