Why Using the Second Person Tense Improves Your Writing
If your current blog articles, social media, web pages or brochures are using ‘me me’ or first-person content, you risk turning your potential customers or clients off. Feeling ignored, they could fail to see the potential benefits of purchasing your product or services. They may even abandon your content altogether.
Thankfully, there’s a simple change you can make to woo your readers and persuade them to take the next step. The secret lies in learning to write in the second-person tense throughout your marketing content and copy.
Continue reading this dating-themed blog to discover why speaking in the second-person tense will improve your writing, boosting engagement and conversion rates with one key change.
Major hint: it should be all about them!
But What’s Writing in the First-Person Tense, Anyway?
We all speak and write using the first-person POV frequently. From introducing yourself at networking to texting a friend about your day, this form of language is a great way to communicate verbally. It helps us express our feelings as we navigate life.
Examples of first-person words
This type of writing is easy to spot. It uses words such as:
I
My
I’ve
We
Our
We’ve.
While there’s nothing wrong with using this style of communication, it’s safe to say there’s an infinitely more effective way to appeal to your customers or clients.
Why Using First-Person Terms in Your Marketing can give Readers the Ick
Whether it’s a digital blog, a handheld glossy brochure, expo signage or a website, a one-sided conversation will soon lose its appeal. As with real life, you may feel ignored or frustrated.
Writing in the first-person tense is off-putting. Imagine talking to someone at a party or on a first date who only talks about themselves and their work and likes. Would you really swipe right or call them afterwards? The chances are slim if they fail to involve you in the conversation.
The truth is content and copywriting are no different.
What should you do instead?
To encourage a customer to follow up, brands still need to talk about their products, services and founding story. But they should also approach these topics with care.
The last thing you want to do is send your prospective customer running for the hills. You’d be unlikely to get a ‘second date’, losing sales as they click away from your blog, social post or product description.
That’s not to suggest you should never use first-person language. But, like enjoying an indulgent box of velvety chocolates, it shouldn’t be all you do.
What is Second-Person Writing?
The second-person tense is where your writing (or a professional writer’s words) speaks directly to those reading your content. It embraces them in the conversation and makes them feel heard.
Top tip: you can effectively talk to your dream customers by creating an ideal client profile. This helps you stay on track with your word choice, keywords and tone of voice.
Think of it as speaking their love language.
Examples of writing in the second-person
A sentence that’s been crafted in the second-person will contain these words:
You
Your
You’ll
You’re.
Much more appealing to readers, you can entice investors using the same principle.
The Rewards of Writing in the Second-Person
Still unconvinced? Here are three attractive benefits of using the second-person in your copy and content marketing.
1. You’ll build better customer relationships
Your readers hope to feel seen. Like they're the only one you notice in the room. Writing in the second-person suggests empathy, that your business cares, unlike others who exclusively use the first-person pronoun ‘I’. Acknowledge their pain points (challenges), goals and hopes for the future, and they’ll start to see you as their happy ever after.
2. You’ll captivate their attention
The second-person tense grabs readers’ attention from the opening headline, hook or sentence. Take the title of the blog you’re reading right now. Could the phrase “your writing” have made you more likely to click on the link?
The proof is in the date night pudding, as research in the Journal of Interactive Marketing shows. The title of the article ‘Second Person Pronouns Enhance Consumer Involvement and Brand Attitude’, says it all.
Moreover, it highlights that “Facebook brand posts and blogs with second person pronouns are associated with higher consumer involvement”.
3. You’ll increase your conversions
The advice to keep things centred on your dream customer and their needs can equally be applied to CTAs (aka the calls to action) that invite readers to:
Click
Sign-up
Download
Contact us
Book your free sales call.
Whatever the desired action, the marketing and sales experts at Hubspot found that “Personalised call-to-actions perform 202% better than basic CTAs”. So, it’s always worth considering your potential readers’ needs when crafting your content.
Beware of exceptions
As with the rules of English spelling, there’s always an exception that proves this rule in content. For example, case studies often adopt the third or first-person POV given their formatting and vendor-customer dynamic.
But when it comes to blog articles, social media posts, flyers and printed materials, they can go from a seven to a 10 by using the second-person version.
First-Person vs Second-Person Writing: A Comparison
Whether you’re a recommended restaurant, a hotel with a view or an SME, using the second-person tense is a match made in heaven. Compare the different emotions you’ll feel after reading these two hospitality CTA examples:
The first-person version:
We have won many awards in the short time since we launched in 2022. Book our 4-star rooms below.
The second-person version:
Are you ready to retreat to the luxury surrounds of your next country escape? Your next 4-star adventure starts here.
Why the second-person form captures your heart
In the first CTA above, you’re spoken to. Its first two sentences fail to paint the picture of how you’ll feel on your holiday, focusing instead on the hotel’s award success. While awards are to be celebrated, framing it in the first-person tense creates a disconnect with those seeking a hotel.
However, the second CTA considers the needs, aspirations and preferences of their target customer. It’s more charming and persuasive when it comes to booking a room.
In marketing content, it's definitely (about) them, not you!
Realise Higher Customer Conversions and Reader Satisfaction
Rejecting first-person writing for the second-person improves your marketing content, as shown above. While it might take a while to become familiar with this change, persevere and you’ll look forward to the start of a beautiful relationship with your audience.
Wish you could hand over your upcoming writing to a professional writer instead? My DMs are open. Simply visit my Contact page to reap these rewards for your brand.
