second person and third person as a refresher first person is the person speaking and second person is the person to whom one is speaking. It's essential that you write copy that speaks to your target audience and not at them and not about you. therefore the majority of your copy in any ad or marketing piece should be written in the second person. for example do you prefer copy that says. throgh our first-rate sales department we can deliver cars within 24 hours or you can drive your new car tomorrow? while the first copy example focuses on the business the second example focuses on customer and speaks directly to them It's more personal and thus more effective