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Internet Marketing 101 – When to Use Second Person Narration in Business Writing
As an web marketer you have probably noticed that sometimes little changes in your product description page can have a massive effect on your results. When you complete reading this article you will know about one choice of composing your product description pages that can double or triple your "click through rate". So what is second person narration or narrative? It is a choice of composing style & a choice of perspective that has a capability of bringing the reader directly into action. I'll explain.
There are three primary types of narration. The first person narration which describes the product & the environment in which it is used from the perspective of the writer using "I", "me", "my", or the third person narration which describes the product & the environment from the perspective of a more or less distant uninvolved person using "it", "they", "their" to describe the object & its environment.
In contrast to the first & the third person narration, the second person narration will place the reader straight in the midst of the action, looking at, touching, moving, adjusting the product. Well you as a writer will compose that. You will compose "you", "yours" a lot. So sometimes, the second person narration is called the "game master voice" as if you, the writer & the game master, are directing actions of the reader. To soften this complex approach, you may want to initially alter from "you turn the device on simply by a flick of the switch" into "imagine yourself turning the device on by a flick of the switch …", & then moving into second person narration fully.
You may wonder why second person narrative is so rare. Like the first person narrative, it has a truly intimate feel to it. On the other hand, while the intimacy of first-person narrative is that of storytelling, the intimacy of the second person narrative is that of telepathy: the composing on the page is telling the reader what they think, feel & do. The reader could discover this presumptuous unless it is finished carefully. The risk of being presumptuous is probably what keeps more business writers from using it. They would rather stay on the safe side, & take less risk.
The reward, however, of the second person narrative is having the correct reader fully participate in the product description. The reader is made to see the product, feel it, touch it, grab it, use it, & benefit from it entirely in the confines of your product description. And when the reader has experienced the product on that intimate a level, they will be much more ready to take the entirely important following step.
So now that you know the capacity of the second person narration to obtain the reader into action, go out & implement it. Start with the third person, objective, description, then possibly add the first person description including perhaps your emotional first hand experience with the product. Then end up with the second person description inviting the reader to insert the picture. Then watch your conversion soar.