person - The point-of-view or perspective of your writing.
Your choice of person can affect your software sales. Lots.
Selling software in the first person.
Avoid writing in the first person. You're using the first person when you use the words I, we, my, and our. Use the first person sparingly on your website. People care about themselves, and they're much less interested reading about you talking about yourself.
Here are a few examples of how to turn weak first-person writing into a more persuasive sales message -
On your web site you say, "I wrote this application to solve my company's problem, and I decided to offer it commercially". You'd sell more software if you turned this thought into a benefit for your customers. Tell them how your neat new idea will benefit them. Mention in passing why you developed it, but put the emphasis on solving your prospects' problems. There's a flip-side to this principle - People like to buy from other people who are like them. So, if your prospect thinks that you've had the same problem that they're having, then they might be more inclined to buy from you. Test and measure. It's the only way to know for sure which sales message to use.
Your sales presentation includes something like, "Our firm is dedicated to listening to our customers, and providing the finest applications available". You can close more sales if you tell your customers how your software can benefit them: "Because we listen to our customers, you can benefit by our program's feature-1, feature-2, and feature-3."
in the second person.
Write in the second person. You're writing in the second person when you use words like you, your and you're. Writing in the second person draws your reader into the conversation. The second person lets you paint a word picture that captivates your prospects, and makes them want to learn even more about your application and how it will deliver benefits to them.
Pick up a book about real estate sales, and you'll find perfect examples of how to paint your reader into an inviting picture. The author will suggest that you say something like, "This summer, when you're sitting here at your kitchen table and looking out your window at your children playing in your yard, you'll be happy that you'd decided to make an offer for your house." The sentence has a bunch of variations - a big bunch of variations - of the word "you".
The article you're reading isn't about me, or about some stranger. It's about how you can use words to make more software sales. Part of the reason that you've read this far is that the article is mostly written in the second person.
When a visitor is reading your website, they're asking, "What's in it for me?" By using the second person, your website becomes a vehicle for speaking directly to them. You can help them to understand what really nice software you're marketing. Second person sells.
Selling programs in the third person.
Use third person writing to describe things objectively. When you're writing in the third person, the subject of your writing is something or somebody besides you or me. You're talking about what your software does, or what customers might do if they use your software.
If you're a particularly good writer, and you know your audience very well, you can use the third person to write interesting, appealing sales messages. It's easy to lose your prospect's attention, however, because you're not talking about them. You're talking about some abstract concept such as a computer program, or some software feature that you hope they'll be able to turn into a benefit.
Write in the second person, and sell more software.
Writing in the second person makes the software marketing job easier. You'll be able to craft a more personal message, and you'll sell more of your programs.
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