Writing Point of View Can Make Your Copywriting More Personal and Result in More Impact
When you write copy for a website, readers become more involved if you use the “you” view. This simply means emphasizing second person pronouns like “you” and “your” to bring the reader benefits to the forefront. Using this technique makes it more personal for the reader and makes them feel that you are interested in helping them, rather than being interested in your own benefits.
This is not the “you” view:
I need to receive a response from you within 4 days in order to get my invoices in on time.
Try this instead:
If you respond within 4 days invoices will be processed quickly and you can receive your purchase in a timely manner.
This is not the “you”:
We must verify your credit before we can send out purchases.
This is the “you”:
When we have verified your credit your purchases will be sent out immediately.
Using this style of copywriting has many advantages and once you learn how to use it, you will find that there are many opportunities to benefit from it. Some of the times when you should use it include:
- When you want the reader to take action. Use the “you” to show the reader why they will benefit from taking action. They will find text more convincing.
- When writing sales text. Using “you” gives the reader the opportunity to see why the product or service is going to be good for them. Write text so that they see the benefits quickly and they will be more inclined to make the purchase.
- When you want them to feel included in the decisions. If there are several decisions that could be made but some that can’t stress, “you can ______ or you can ________” before drawing attention to what they cannot do.
Use this writing technique to alter how readers view your writing. If readers feel that you are writing primarily to get something from them the will quickly move to a new web page and you will have lost their attention. If they feel that your article is written with the purpose of helping them or with the intent of giving them access to something that will benefit them, they will continue to read and they will feel that you are doing them a service.
Change the point of view of your copywriting so that the focus is on reader benefits and you could see greater results.
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