Here's why:
* "You" directly addresses the reader, making them feel like you're talking to them personally.
* "Your" further emphasizes the personal connection by referencing something belonging to the reader.
For example:
* Formal: "The reader may find this information useful."
* Personal & Direct: "You will find this information useful."
Important Note: While using second-person pronouns can be effective, it's essential to use them strategically. Too much use can sound preachy or overly familiar, especially in formal writing.