{"id":88022,"date":"2022-12-26T22:52:00","date_gmt":"2022-12-27T02:52:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=88022"},"modified":"2023-01-02T16:05:08","modified_gmt":"2023-01-02T20:05:08","slug":"writing-for-your-audience","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/writing-for-your-audience\/","title":{"rendered":"Writing for Your Audience: Focus on Usefulness & Connection"},"content":{"rendered":"\n

What’s the “so what” factor? How can you, as a writer, advocate for your readers?<\/p>\n\n\n\n

In Everybody Writes<\/em>, Ann Handley discusses writing for your audience. She explains that your writing must help your reader by providing useful content and that it should build a strong relationship<\/a> with your reader.<\/p>\n\n\n\n

Keep reading to learn more about these two critical aspects of writing.<\/p>\n\n\n\n\n\n\n\n

Usefulness to Your Audience<\/h2>\n\n\n\n

Handley points out that writing for your audience means that you help your reader in some way.  Your content should be clear and specific, and it should let your audience know what problem of theirs you\u2019re going to solve.<\/p>\n\n\n\n

(Shortform note: In To Sell Is Human<\/em><\/a>, Daniel Pink argues that helping your audience identify their problem or need is more important than solving it<\/a>. He says that if they already know what their problem is, they can solve it themselves without buying your product, but, if you work with them to identify the problem, the audience will be open to using your solution. Applying this to Handley\u2019s advice, consider writing content that attracts readers who have a specific problem rather than focusing solely on offering a solution.)<\/p>\n\n\n\n

Before you start writing, establish the purpose of what you\u2019re writing by identifying 1) what you\u2019re trying to accomplish, 2) what the main idea is, and 3) why it matters to your audience (also known as the \u201cso what?\u201d factor). <\/p>\n\n\n\n

For example, say you\u2019re writing a product description for a new supplement your company is selling. What you\u2019re trying to accomplish with this content is to convince people to buy the product. The main idea will be what the product is\u2014say, a supplement for relieving muscle tension and pain. Why it matters to your audience, then, is that they can improve their overall health and mobility by using your product.<\/p>\n\n\n\n

(Shortform note: You may recognize some of these tips from your high school English teacher\u2019s instructions on how to write a good thesis statement. Many of the lessons you had on writing essays can be applied directly to your marketing writing as well<\/a>. For example, as you may have learned in high school, you should make your main idea and \u201cso what?\u201d factor specific, assertive, and accurate.)<\/p>\n\n\n\n

Connection With Your Audience<\/h2>\n\n\n\n

Writing for your audience must involve a strong connection. Your writing must feel like it\u2019s written by a human who relates to and understands the audience. This will build a stronger relationship with your customer and make your brand seem more accessible.<\/p>\n\n\n\n

(Shortform note: Human connection<\/a> is an important facet of good communication in general, not just writing. In TED Talks<\/em><\/a>, Chris Anderson makes some of the same recommendations as Handley, such as using stories, but he also adds that you can connect with your audience through humility and vulnerability<\/a>. If what you\u2019re saying seems egotistical or holier-than-thou, your audience will feel like you don\u2019t care about them, and they\u2019ll have no reason to listen to you.)<\/p>\n\n\n\n

Handley explains that the best way to connect with your audience<\/a> is to make your reader or customer the protagonist of your story<\/strong>. Your writing should center around them. The reader (not your boss or your editor) decides if your writing is good and if it accomplishes what you intended, so you need to advocate for your audience and write to their needs.<\/p>\n\n\n\n

To do this, find out what your audience needs and wants, what\u2019s important to them, and why they do what they do. Offer something in your writing that makes the reader feel represented. Returning to our supplement example, if you\u2019re targeting people suffering from chronic pain, acknowledge ways pain interferes with their lives: They can\u2019t pursue active hobbies like skiing or running, for instance. Show them that you want to help them become more active or reduce their pain.<\/p>\n\n\n\n

(Shortform note: In Building a Storybrand<\/em><\/a>, Donald Miller offers a detailed outline of how to create a story that stars your reader<\/a>. Begin the story with the protagonist discovering a new desire or need\u2014this can be based on what you learn from your audience, as Handley proposes. Next, your protagonist must come upon an obstacle to fulfilling that need, and your brand\u2014also a character in the story\u2014offers them assistance. End by providing a call to action\u2014for example, to buy your product\u2014and explain the negative consequences of not taking that action, along with the positive consequences of answering the call to action.)<\/p>\n","protected":false},"excerpt":{"rendered":"

What’s the “so what” factor? How can you, as a writer, advocate for your readers? In Everybody Writes, Ann Handley discusses writing for your audience. She explains that your writing must help your reader by providing useful content and that it should build a strong relationship with your reader. Keep reading to learn more about these two critical aspects of writing.<\/p>\n","protected":false},"author":9,"featured_media":88026,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,104],"tags":[845],"class_list":["post-88022","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-marketing","tag-everybody-writes","","tg-column-two"],"yoast_head":"\nWriting for Your Audience: Focus on Usefulness & Connection - Shortform Books<\/title>\n<meta name=\"description\" content=\"Writing for your audience means that you help your readers in some way and that you build a relationship with them. 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