What the readers need from a writer
I once led a workshop for newspaper publishers in which one participant thundered on about the “needs of readers.” Good thought, but his speech got mixed up and he referred instead to the “reads of needers.” When other participants stopped giggling, one of them said, “He got it right. We need to produce ‘reads’ for the ‘needers’ who buy our newspapers.”
So it is for writing in the business world. Writing coaching tends to focus on writers’ capabilities, habits and style. Nothing wrong with this, but I think it’s backwards. Writing coaching should help writers focus on the “reads” of the “needers” for whom they are writing.
What do readers need from writers? To begin:
Information: What’s new? How does it work? How can I get involved?
Meaning: I know the facts, but what do they mean to me in my business?
Inspiration: How does this motivate me to do something?
Beyond those basics, however, is a more urgent purpose. Unlike fiction or journalism, business communications are linked to action. We write because we want our audience to do something, so our writing must consider the reasons, means and direction for action. That’s why I coach writers in business to ask two questions before they draft anything:
• Who is the audience I’m writing for?
• What do I want that audience to learn or do?
Focus on the readers and what you want them to learn or do and your writing will be more successful.
Want to improve writing in your company? If you'd like to learn more about how better writing can improve your company's performance, send me an e-mail. I'd love to talk about how I can help.
So it is for writing in the business world. Writing coaching tends to focus on writers’ capabilities, habits and style. Nothing wrong with this, but I think it’s backwards. Writing coaching should help writers focus on the “reads” of the “needers” for whom they are writing.
What do readers need from writers? To begin:
Information: What’s new? How does it work? How can I get involved?
Meaning: I know the facts, but what do they mean to me in my business?
Inspiration: How does this motivate me to do something?
Beyond those basics, however, is a more urgent purpose. Unlike fiction or journalism, business communications are linked to action. We write because we want our audience to do something, so our writing must consider the reasons, means and direction for action. That’s why I coach writers in business to ask two questions before they draft anything:
• Who is the audience I’m writing for?
• What do I want that audience to learn or do?
Focus on the readers and what you want them to learn or do and your writing will be more successful.
Want to improve writing in your company? If you'd like to learn more about how better writing can improve your company's performance, send me an e-mail. I'd love to talk about how I can help.
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