Your,” My” and Personal Pronouns

You’re writing CTA button copy to encourage a user to create an account. Should you say Create Your Account,” Create My Account” or just plain old Create Account”? Well…it depends.

Personal pronouns are okay in marketing headlines like Meet Your New Cameraman.” And it follows that the CTA at the end of that piece of content might be Reserve Your Camera.” Both of those are persuasive content that’s speaking directly to the customer in a con­ver­sa­tion­al way.

But once the customer fills out the form to reserve said camera, the CTA at the bottom of the form is now part of trans­ac­tion­al content. It should be succinct, and as clear as possible about the action the user is taking. Reserve Camera” is appropriate for that button.

If you’re not sure what’s appropriate, leave off the pronoun.

Product microcopy avoids personal pronouns because it’s largely trans­ac­tion­al content. This is par­tic­u­lar­ly important in our navigation — it’s never Your Account” or My Account,” it’s just Account.”

Read John Saito’s excellent post for a summary of the issue.

Last Updated: 26 May 2020 at 2:44pm CDT