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Below:
1. Know thy readers
2. Final public writing courses for 2008

Know thy readers

The First Commandment of writing that gets results is Know Thy Readers.

Web guru Gerry McGovern (www.gerrymcgovern.com) proved how crucial audience research is. When researching search terms for a discounted-airfares website, he learned this:

In the USA, over 80 times more people search for “cheap flights” than for “low fares,” but in the UK that figure skyrockets to 6,500 times more people who search for “cheap flights” instead of “low fares”.

That's invaluable when you realise most airlines like to say “low fares”. The lesson is that your readers can think very differently to you. Whether you're writing a proposal to win $1m of work, or an email, the better you know your readers the more successful your writing will be.

Here's a fast track to figuring out your readers' “hot buttons,” building rapport with them, and using the right level of jargon:

  1. Internet searches: Google their name, but narrow your search results by using inverted commas: “Joe Bloggs”. Also try searching on social networks like LinkedIn and Facebook.
  2. Read what they're reading: This will help you talk in their “language,” as well as learn what issues are top of mind for them. E.g. if your reader was in HR, you'd read HR Monthly, etc.
  3. Read what they're writing: If your target is the CEO of a company, search her website for speeches, press releases or newsletters she may have written or contributed to.
  4. Talk to their contacts: No, don't stalk your target, but finding a natural way to learn more about them by talking to their friends or staff can be worth it.
  5. Talk to them: People are often more approachable than you expect, and may give you time if you frame your meeting as a win-win. For larger audiences, consider surveying them, e.g. with Survey Monkey.

How else do YOU research your readers? Let us know, and we'll share it on our new blog launching shortly!

Paul and Petrina

   
 

Exterminating errors

Links to help you think

Tone up your flabby phrases

Writing in your underpants

Procrastinator Terminator

Apostrophe catastrophe

Make it rare to
get “Well done!”

Writing for sheep

Keep it short, sport

Fat-free writing

ALL back issues

   
Paul sig  

BRAIN GYM: Decide to go the extra mile to find out more about your audience and their needs next time you're writing something important. You'll be surprised
at your extra confidence in writing to them.

 

Public writing workshops

Final courses for 2008

Here's your last chance this year to lift this core business skill — writing — to where it should be. How much more respect, efficiency, time and money could you enjoy in 2009 if you were an excellent writer?

Professional business writing: “Get it Write”
15 October 2008
See course outline

Persuasive writing: “Write More Business”
29 October 2008
See course outline

“The course was interesting, high energy and very engaging.” Optus Networks

Prefer an in-house course?

Does your writing need a workout?

Magneto Communications Pty Ltd

Phone/fax 1300 658 580

www.magneto.net.au
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