As copywriters, we are usually taught to write in second person using “you” as opposed to “I” or “we” or “us.” This is done to engage the target customer, acknowledge him/her and make them feel part of the sales process. But there are times when using “you” must be done with care. One instance is with self-help copy.
When people have a personal goal to meet (such as losing weight, overcoming depression or building confidence) pointing fingers won’t help. It will only condemn. Carelessly using “you” in these types of copywriting projects can have a negative effect. You’ll want to take care to use “you” when it is supportive.
For example, weight loss copy could talk about “the weight” or “the fat” without using “you.” Then, when writing supportive and uplifting text, bring in phrases including “meeting your goals,” “creating your new lifestyle,” “trim your figure,” “improve your health” and so forth. When writing about medical conditions, you would address the condition when talking about the negatives and “you” when outlining the positives. Make sense?
Just remember to always be sensitive to your audience. Put yourself in their shoes. If it would offend or discourage you; chances are it will do the same for them.
Very informative. This was very helpful