The personal pronouns you choose play an important part in tone.
- First person - I, me, we, us, mine, ours - emphasises the writer’s position and personality. The first person is best used for personal correspondence and less formal submissions.
- Second person - you, yours - can project a warm tone and emulates adult conversation. Second person is a good way to avoid any hint of discrimination in your writing !
- Third person - he, she, him, her, his, hers, they, them, theirs - establishes a formal and polite distance between writer and reader, allowing the writer to appear impartial. Third person is good for presenting factual information and for recording decisions reached at formal meetings.
- Impersonal - no reference to any person - highlights the facts, not the people and projects stability and confidence. Good for press releases, policy statements or executive level reports.
- You, us and ours together - a very effective approach for a lot of writing is to combine these words as it promotes the relationship/team aspect.
- What action do you need to take to wage an effective business development and conversion campaign ?
Be tough and honest. That way you'll be able to make good decisions about what to pursue and how to resource it.
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