What's your point of view?

In fiction writing, the POV defines who is telling the story – the writer, a narrator, or an external narrator.

But did you know that POV is important in copywriting, too? In fact, if your copy is falling flat POV is probably part of the problem. Luckily, it’s an easy one to fix. 

But first, a quick refresher... 

If a story is being told from a first-person POV, it’s being narrated by the writer. Look for pronouns like “I,” “me” or “we.” 

If a story is being told from a second-person POV, a narrator is speaking directly to the reader. Look for pronouns like “you,” “your” and “yours.” 

If a story is being told from a third-person POV, an external narrator is describing the action. Look for pronouns like “he,” “she,”’ “they,” “them” and “it.”

Third-person POV is generally used in academic writing, while fiction writers tend to pick one POV and stick to it to tell their tale. 

Since copywriters use words to help readers experience a product or service, we get to have more fun. Using a combination of all three POVs with an emphasis on first and second POV – “I” and “you” - usually works best. 

Think of your writing as a conversation, not a lecture. Your goal is to build a relationship. Using the right POV can help people get to know you and understand how they’ll benefit by using your product or service. Keep your readers front and centre and remember – it’s all about them, not about you!   

Happy writing!