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It’s true that the use of you in writing in marketing copy and blog posts can be highly effective at connecting with readers and customers on a personal level. However, as with most things, overdoing it can backfire. Too much “you” can come across as aggressive or make too many assumptions about your audience.
Let’s explore some best practices for using the second person in a thoughtful way that boosts engagement without (inadvertently) talking down to readers.
Article sections:
- Why the use of you in writing works
- When to use you
- The times using you goes wrong
- Evaluating content performance
Why the Use of You in Writing Works
First, let’s look at why speaking directly to “you” works so well in the first place. Using “you” grabs people’s attention and immerses them into the content by making it feel like personalized advice tailored just for them. Even though they know your copy is aimed at a general audience, a well-placed “you” cues readers to put themselves into what they’re reading.
For example, which sounds more engaging:
“One should use natural light when taking portrait photography.”
Or:
“You’ll get much better portrait photos when you use natural light.”
The second headline instantly feels more like it’s addressing someone directly. As humans, we have an innate tendency to perk up when we hear our name or being directly addressed. Directly calling out “you” leverages this response.
Using “You” Creates a Conversational Tone
In addition to getting attention, applying “you” statements makes your writing more conversational. Think about how you speak to people one-on-one. You likely refer to the other person as “you” frequently. Mimicking natural speech patterns makes your writing feel more intimate instead of overly salesy or formal.
Readers are 25 percent more engaged when the content is conversational, according to an A/B test.
For example, you might transition between sections by saying:
“Now that you have a solid foundation in product photography basics, let’s look at some advanced ideas you can try for truly stunning pictures.”
This warm, conversational tone feels like personalized coaching.
Read next: How to evaluate expert advice
“You” Allows Readers to Step Into Your Shoes
Placing readers firmly into content with “you” also allows them to envision actually taking the actions you recommend. If done well, they can picture themselves achieving the desired outcomes.
For example:
“Learn this simple scaling method, and you’ll quickly grow your business’s revenue.”
This gives readers a mental simulation of growing their own revenues, which helps cement the value of your advice.
The Use of You in Writing Clarifies the Audience
If you read a sentence and the you in it doesn’t seem to apply to you, that might be a sign that you aren’t the target audience. Not all content is for all people, after all. Talking directly to the reader you want to reach, can also quickly weave out people not in the target audience.
“Anytime the ‘you’ is actionable, it is great to use you,” said Angela Myers on “The Business Storytelling Show”. She reiterates relating the content to the audience instead of talking about yourself or a third party.
Read next: What to say at the beginning of a podcast episode
When to Strategically Use “You”
Of course, you don’t want every single sentence to start with “you.” Overusing any technique quickly dilutes its power. But sprinkled judiciously in the right places, “you” packs a punch. Some of the best spots to apply second-person include:
- Headlines & Subheads
- Opening sentences of sections
- Customer pain points and matching solution content
- Calls-to-Action
- Transition sentences between topics
Let’s explore some examples of effective “you” placement.
Captivating Headlines
Headlines are prime real estate for the word “you” because they directly address readers with an ultra-compelling preview of content. You have a split second to grab attention, so speaking right to the customer works wonderfully.
Some great examples:
- Are You Making This Common Mistake in Your Product Photos?
- Struggling to Stay Organized? Here’s How You Can Take Control
- Who Else Wants to Master Public Speaking in Just 2 Weeks?
Helpful Transitions
Brief “you” transitions guide readers smoothly between advice, examples, steps, and sections. They continue that direct conversational tone without being heavy-handed:
- Now that you know the basics, let’s explore some winning shoe photography ideas you can steal.
- Before showing you how to resolve this error, it helps to understand what causes it…
- If you follow these 4 simple steps consistently, you’ll impress colleagues with professional presentations every time.
Problem and Solution Content
Using “you” works remarkably well when describing customer problems and the solutions you’re offering. Readers feel you intimately understand their frustrations and can personally help them achieve results.
- Does writing marketing emails always take you way longer than you think they should?
- I know how frustrating it can be to you when …
- If you also get nervous speaking in front of large groups, I want you to know these 5 tips will calm your nerves fast…
Calls to Action
Finally, prominent calls to action (CTAs) often thrive with a solid “you.” Since CTAs explicitly instruct readers to take some desired next step, like downloading your product guide or signing up for a free trial, “you” makes that direction more concrete.
- Improve your skills. Download our free marketing calendar tailored just for you!
- You’re Just One Click Away from Discovering Thousands of Amazing Craft Ideas! Subscribe to Our Email List Today!
When Using “You” Goes Wrong
However, using “you” excessively or clumsily backfires in multiple ways.
First, barrage readers with too many “you you you” statements, and your writing becomes domineering or abrasive. Imagine someone jabbing their finger against your chest repeatedly while making demands. Soon, you stop paying attention and may get irritated. The same goes for overusing second-person perspectives in copy.
Too many assumptions about “you,” especially before you’ve aligned with readers, can make them feel unheard or alienated.
For example:
Right off the bat, diving in with something overly specific like:
We all know as intermediate potters you face clay drying issues that ruin projects…
This could distance beginner artists who feel unseen or talked down to. Advanced potters may bristle at the assumption their skills are only intermediate level.
Here are some common “you” pitfalls that hurt rather than help:
Assuming Too Much About Readers
Jumping to conclusions about customers turns them off rather than bonding them to your advice and perspective. Make observations more general at first before tailoring specifically.
For example, instead of:
“As busy entrepreneurs like you with overflowing inboxes, we know you despise email organization…”
Try:
“If your inbox constantly overflows with a disorganized flood of emails, tools that help prioritize customer communication can change your business…”
Accusatory Tone That Blames
Harshly calling out readers in an accusatory tone emphasizes negative assumptions rather than shared solutions.
Instead of:
“If you still struggle to convert website visitors into customers, clearly you haven’t found an effective sales funnel.”
Focus on the outcome they want:
“Ready to finally see more website visitors convert into loyal customers? Our proven sales funnel framework will help you make it happen…”
Aggressive Perspective That Controls
The goal is to guide readers to a solution, not force them aggressively. Authoritative perspectives that boss people around generally backfire.
Rather than:
“You will follow this plan exactly if you want to lose weight by swimsuit season…”
Frame guidance as supportive:
“If feeling confident rocking your swimsuit by summer sounds good, try this…”
Excluding Certain Groups
Not all readers will identify the same way or have a shared perspective, so avoid alienating subgroups with narrow assumptions.
Instead of:
“As suburban moms like you packing school lunches… ”
Try:
“Whether you’re a busy parent or office worker looking for lunch inspiration…”
Evaluating Content Performance
How can you evaluate their effectiveness with so many options for integrating “you” statements tailored to different content formats? Look at the overall performance of the content:
- Is it ranking?
- Are the right people reading it?
- Do the conversion paths work?
- Are people taking the right actions?
Also, don’t undervalue direct comments and feedback. Do consumers describe how posts connect to their firsthand situations? Or ask for additional tailored advice when they reach out? Robust discussion signals strong interest, while radio silence flags weak rapport.
At the end of the day, growing revenue matters most to businesses. If using more second-person perspective directly boosts sales conversions, clearly the approach resonates at turning interested site visitors into paying customers. Carefully correlate content experiments with conversion performance.
While overly simplistic advice says you can liberally toss “you” statements across content to seem friendly, truly relating to an audience requires more care, empathy, and finesse.
Creating content for the right you (aka target customers) will be worthwhile and relevant for all involved. Customers get what they need, and your business can grow.
Unsure who your audience – the you – in your content is? Create personas now
