"You" orientation critical in persuasive writing

by Trey Ryder

When you write a legal brief, you use specific language that will be understood by lawyers and judges. It's a style all its own. Marketing writing is a style all its own, as well.

While first person (I) and third person (he, she) might be appropriate for school assignments, in marketing it's important that you change the focus to "you," the person who is reading the message.

Which of these statements do you find more personal?

(1) When a lawyer writes a legal brief, the lawyer uses...

Or

(2) When you write a legal brief, you use...

By using "you," the reader becomes involved in the action. You are no longer the lawyer who is written about at arm's length. You are right there -- part of the story.

Marketing writing is designed to attract you (the reader) in a friendly, personal and involving way. You have a problem. You want a solution. Hire my services and I will help you solve your problem or achieve your goal.

And whether your writing is intended to be friendly -- or compelling, in the case of a demand letter -- "you" puts the other person at the scene, up close and personal, and subject to the consequences of his action.

"His" problems or "her" benefits may not be too important, but when they are "your" problems and "your" benefits, you pay more attention. Use second person "you" and you'll make your writing more involving, more persuasive, more alive.

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© Trey Ryder

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