Write for your reader, not yourself

Information overload. Most people suffer from it, which is why it’s vital to ensure your communication is written with your reader’s interests in mind, rather than your own.

Reader-oriented writing cuts through the clutter. It gives your target audiences a reason to read your newsletter, blog, brochure, advertisement, website or report. These are all quite different forms of written communication, yet the same principles of good writing apply to all. 

When writing, be sure to make the point quickly through succinct, focused, active sentence structure. Keep jargon and acronyms to a minimum, and define them when they appear. 

Ensure design and formatting are reader-friendly. Avoid small text, and ensure there’s plenty of white space. 

Most importantly, ensure the information is timely and relevant to your target audience. 

Finally, before distributing any written communication, put on a cynic’s hat and consider the piece from your readers’ perspectives. Consider what’s in it for them to spend time reading your message. Alarm bells should be ringing if the communique largely refers to “we” and “us” rather than “you”.

Taking these steps will help ensure that what’s written ends up in the recipients’ heads – and not the trash can. 

Contact us to find out more about effective written communication.