I recently learned that the attention span of the average human being is a short six-seconds. So, when someone is surfing the web - its probably a bit shorter. When engaging your website visitor and delivering your message, you need to have a strategy in place.
The tone of website copy is changing, I believe. There is a shift in effective copywriting to the second-person narrative. This is the same approach that Choose Your Own Adventure books, musical lyrics, role-playing games, Do-It-Yourself manuals have been using for years and the web is catching on.
Here is a link to an excellent article in the December issue of Entrepreneur magazine that hits the nail on the head (Click Here). What do you think about it?