You Open the Door… and Discover Second-Person POV

When it comes to storytelling, most of us are familiar with first-person (“I did this”) and third-person (“They did that”) stories. But there’s another oft-overlooked and engaging point of view: second-person storytelling. Let’s explore what second-person storytelling is and why it’s a fantastic tool for communication professionals who want to put their audience in the driver’s seat.

What Is Second-Person Point of View and Why Use It?

A second-person narrative is a style of writing. In it, writers express the main character’s actions and thoughts using the pronoun “you”. This directly addresses the reader. This style is distinctive because it suggests you are the main character in the story. Although it’s uncommon in literary novels, it’s much more frequent in immersive role-playing video games. You will also find it in self-help books, marketing materials, and advertising. In marketing, you’ll often encounter it in blogs, social media posts, and email campaigns. Professionals use it to connect with audiences on a personal level.

Second-person writing uses “you” outside of dialogue. Unlike first- or third-person narration, the author speaks directly to you, placing you at the center of the experience.

There are a few reasons you may choose this perspective:

• Sense of immediacy or urgency: Writing in the second person often uses the present tense. This creates the feeling that you’re living the story as it happens.
• Intimacy with the reader: It invites you to step directly into the role of the character, creating closeness and empathy.
• Distinctive experience: Because it’s unusual, encountering a story told this way can feel fresh, surprising and impactful.

Second-person storytelling lets your audience imagine themselves in the scenario, making messages more personal, engaging and immediate. For example, if something needs to be done within a short time frame, use this style of communication. It moves your audience to action. It is an effective approach in communications and marketing to make ‘now’ matter.

Putting Your Audience in Control

By writing in the second person, you’re telling a story with a sense of agency. They get to imagine their choices and reactions, and this can make your communications feel more interactive and personal. It’s like handing them a “choose your own adventure” within the narrative of your change or innovation message.

This is critical; no one likes to feel like change is being done to them. Rather, showcase how we are all active participants in the process through the choices and actions we all take.

How to Write in Second Person: A Step-by-Step Example

Opening in Second Person:

1. Set the Scene with “You”:
   You’ve just hung up the phone after a call with a client. You turn to your computer, ready to log the conversation details into the CRM. You log in, and as you start typing, you hit a snag.
2. Describe the Frustration in Their Shoes:
   You remember that the current system won’t let you add all the details. There’s a character limit staring you in the face, and you’re forced to cut out important information. It’s frustrating because you can’t fully capture what you need. You have to spend time editing the information so it fits.
3. Introduce the New System in the Same POV:
   Now imagine this: You log into the upgraded CRM. This time, when you start entering details, you notice you can upload the entire conversation transcript. No more cutting corners. You feel a sense of relief as you quickly update your record, no more chopping or changing.

Summarising the Steps:

• Step 1: Put your reader directly into the scenario: “You’ve just hung up the phone…”
• Step 2: Describe their challenge from their perspective: “You find you can’t add all the info…”
• Step 3: Present the solution as if they’re experiencing it: “Now you can upload everything with ease.”

Second-person storytelling turns your audience into the main character. It guides them step-by-step through the experience. This approach makes the change feel personal and real. This transforms your comms strategy through the way your audience engages with your content. When they step into the story, you’re fostering a deeper connection and giving them control. So next time you’re crafting your communications, consider making “you” the star of the show.

Curious to learn more about this process, let’s chat!