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Marketers and copywriters need to constantly find new and creative ways to beef up their website copy. This means brainstorming new CTAs, trying new angles, and using the right imagery. As we all know, creating effective landing page copy is no easy feat. The smallest change can make all the difference in the copy’s effectiveness, and one thing to consider is the point-of-view in which you’re writing. So, that brings us to the question: First person vs. third person writing — which is best?
The difference between the two is anything but insignificant, so let’s dive into what each point of view entails and which one you should use for your own websites.
Before we get into the different points of view available to you, we first need to talk about what makes great website copy in general. All content experts have a few golden rules to follow when writing copy — whether that’s for social ads, landing pages, banners, or emails. Here are a few quick rules of thumb to consider anytime you sit down to write:
Most people are familiar with the first person from everyday language and speaking. "I love ice cream." "I run every day." "We just bought a new house!" First person writing is often used in novels or personal essays, putting the reader directly inside the head of the narrator. In marketing copywriting, however, the goal is a bit different.
What does first person writing look like from a marketing angle?
Instead of referencing you and I, third person writing takes a more removed approach, using he, she, it, and so on. Third person writing takes a step back and centers on description and objectivity.
Third person POV includes three different subtypes: third person objective, third person limited omniscient, and third person omniscient. While these three types are important for prose writing, the goal for marketing copy is all pretty much the same — regardless of which third person tactic you use.
And what exactly does third person writing look like in action?
When it comes to copywriting, first and third person can both be effective depending on who you’re writing for and why. At the end of the day, it all comes down to your audience, what you're promoting, and where you’re promoting it.
If you want your customers to feel closer to your brand, take the first person POV route. Using pronouns like “we, I, us” build a strong sense of community and make your audience feel involved and heard.
This approach, however, doesn’t necessarily work for all businesses. Sometimes creating a bit of distance actually helps best tell your brand story or message. In this case, opt for third person copy. That separation between your offering and your audience can help create authority and expertise.
The writing style you choose for your website can influence a potential customer’s perception of your brand. Since different types of businesses are typically more comfortable in one point of view than another, deciding which way to write is usually a matter of preference. That said, here are some quick tips to help you decide on a voice that’s right for your brand.
Let’s start with the first person POV. When dealing with first person copy, you’re guaranteed to have a quicker route to your customer’s emotions. This style of writing naturally lends itself to be more empathetic and understanding, so when using this POV, it can be helpful to think of what your audience might feel when reading your copy. But don’t make things too casual. At the end of the day, we are still trying to build loyalty and trust.
When should you use first person? This POV works best with:
If you choose to go with third person copy, it’s important to proceed with caution. Third person sounds a lot more formal than first person copy, so if it’s a conversational tone and style you’re chasing after, this might not be the best choice. But how can we write in third person successfully? The most important thing to remember with third person is consistency. If it’s that authority and separation you’re after, stick with it throughout your copy and don’t accidentally switch over to first person. Use third person for content that can afford to be a bit more formal.
When should you use third person? Try it out with:
Deciding whether to use first person or third person copy in your marketing campaigns is one thing. However, actually writing that copy, and writing it well, is another. It doesn’t matter which POV you settle on — quality copywriting is needed either way. And that’s where Anyword steps up to the plate.
Anyword hosts a wide library of data-driven copywriting tools and features that write copy for you, with conversion at the forefront of every variation. Anyword’s AI Copywriting tool lets you generate everything from social media ad copy to entire blog posts.
But how do you know Anyword’s copy will convert? In addition to limitless copy, the AI tool also offers a unique Predictive Performance Score that determines a piece of copy’s conversion potential. This means you can make smarter, better-informed decisions about what you’re promoting. Get a feel for all of Anyword’s conversion-oriented features with a free 7-day trial.
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