In order to achieve your conversion goals, you have to create content that motivates your audience and put them at the center of your writing. Leaders in your organization may be concerned about taking a certain tone or expressing a certain perspective. Whatever stance you take, it’s important to select a point of view and stick with it to attract new users and continue to engage prospects for the long run. Just in case it’s been a while, these are the 3 types of perspective to use in writing:
- 1st Person – Uses terms like “I”, “we”, and “my”. This is seen as friendly.
- 2nd Person – Uses terms that refer to the audience such as “you” or “your”.
- 3rd Person – Uses terms that call upon the audience with terms like “they” and “them”, and often uses the company’s name. This is considered the most professional in most cases.
We’re going to dive deeper into each of these perspectives so that you can better engage your audience and hit your conversion goals.
3rd Person Perspective
If you prefer speaking to your audience in a more formal tone, 3rd person tends to be the best choice. Especially when it comes to B2B writing.
Additionally, this tone is seen as more objective, as it is typically the choice for most journalists. Using this perspective can distance yourself from users though, as readers are less likely to see themselves in the copy. Rather, they tend to think of someone else. This can confuse readers, making them feel as if you may not be able to solve their problems.
Some studies suggest that individuals with anxiety are more likely to speak in the third person, as it can help calm tensions and put them at ease. But what does this mean for B2B writers? Simply put, writing in the third person can trigger these feelings of anxiety and ostracize your users. Additionally, third person tone can make your writing sound dry and stuffy. It causes you to mention your product or company repetivity which can further distance yourself from your audience and make it seem like the focus is all on yourself.
Using 3rd person writing tends to work best for things like whitepapers, case studies, and research reports because they need to convey a very formal, and objective tone to readers.
2nd Person Perspective
When it comes to content marketing, addressing the reader as “you” tends to be the best route to take. The reason being, using the word “you” has been proven to draw users in because it helps them relate more closely to the content they’re reading. Additionally, using 2nd person tone is associated with better convection rates. Making your content relatable is so important, whether a business executive will be reading it or someone at home. Positioning users as the center of attention.
1st Person Perspective
Some bloggers like to use first person perspective when writing. This can be a good way to make things feel personal, like you’re talking with a friend as this perspective uses words like “me” and “my” to make it from the writer’s point of view. It’s not always the right tone to use, but it can be great for sharing personal experience, discussing challenges, or sharing your perspective on an important topic.
Studies have also shown that using first person perspective on CTA buttons is highly effective. For example, a button could read “take me there”, “get mine now”, “I want to learn more”. If you’re not sure if this is right for your sight, it’s okay. Try changing the text on one of your buttons and monitor the results to measure performance against your old CTAs.
When it comes to B2B content, working in the third person perspective tends to be the default. Next time you sit down to write an engaging blog article, social media post, or newsletter, try making your writing more personal by experimenting with another point of view. It can take some time, but once you find the right perspective stick to it and watch the conversions come in.