{"id":11040,"date":"2022-04-27T01:00:34","date_gmt":"2022-04-27T05:00:34","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=11040"},"modified":"2024-01-16T09:25:22","modified_gmt":"2024-01-16T13:25:22","slug":"what-is-reader-centered-writing","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/04\/what-is-reader-centered-writing\/","title":{"rendered":"What is reader-centered writing?"},"content":{"rendered":"<h2>Avoid Institutional Narcissism<\/h2>\n<p>Richard Roll, an economics professor at the University of California, Los Angeles, studies narcissism in CEOs. Turns out the more <a href=\"http:\/\/www.nytimes.com\/2010\/08\/22\/business\/economy\/22view.html?_r=1\" target=\"_blank\" rel=\"noopener noreferrer\">narcissistic executives<\/a> are, the more likely they are to overrate their skills and make bad business moves.<\/p>\n<figure id=\"attachment_29341\" aria-describedby=\"caption-attachment-29341\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29341\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/what-is-reader-centered-writing\/what-is-reader-centered-writing\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing.png\" data-orig-size=\"440,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"what-is-reader-centered-writing\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;You\u2019re so vain, you probably think this piece is about you&lt;\/strong&gt; Don\u2019t go We, we, we all the way home \u2014 without the contract. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/hands-holding-colorful-wooden-letters-shaping-610741004&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by stockphoto-graf&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing-300x205.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing.png\" alt=\"What is reader-centered writing?\" title=\"What is reader-centered writing?\" width=\"440\" height=\"300\" class=\"size-full wp-image-29341 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing.png 440w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing-300x205.png 300w\" data-sizes=\"(max-width: 440px) 100vw, 440px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 440px; --smush-placeholder-aspect-ratio: 440\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29341\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/what-is-reader-centered-writing\/what-is-reader-centered-writing\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing.png\" data-orig-size=\"440,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"what-is-reader-centered-writing\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;You\u2019re so vain, you probably think this piece is about you&lt;\/strong&gt; Don\u2019t go We, we, we all the way home \u2014 without the contract. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/hands-holding-colorful-wooden-letters-shaping-610741004&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by stockphoto-graf&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing-300x205.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing.png\" alt=\"What is reader-centered writing?\" title=\"What is reader-centered writing?\" width=\"440\" height=\"300\" class=\"size-full wp-image-29341\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing.png 440w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing-300x205.png 300w\" sizes=\"(max-width: 440px) 100vw, 440px\" \/><\/noscript><figcaption id=\"caption-attachment-29341\" class=\"wp-caption-text\"><strong>You\u2019re so vain, you probably think this piece is about you<\/strong> Don\u2019t go <em>We, we, we<\/em> all the way home \u2014 without the contract. <a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/hands-holding-colorful-wooden-letters-shaping-610741004\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by stockphoto-graf<\/em><\/a><\/figcaption><\/figure>\n<p>In one study, Roll used a simple technique that&#8217;s been validated by psychologists to gauge executive narcissism: He counted the number of &#8220;I&#8217;s&#8221; they used in their communications.<\/p>\n<p>The first-person pronoun \u2014 &#8220;the vertical pronoun,&#8221; as Pulitzer Prize-winning journalist Jacqui Banaszynski calls it \u2014 is bad enough. Its cousin, the first-person-plural &#8220;we,&#8221; is a symptom of another disorder: We-We Syndrome, or organization-focused, not reader-focused, writing.<\/p>\n<p>Are you suffering from We-We Syndrome? Here are three techniques for diagnosing your copy:<\/p>\n<h3>1. Run the we-you test.<\/h3>\n<p>Use Microsoft Word&#8217;s &#8220;find&#8221; function to search for instances of company references versus reader references. Aim for a ratio of at least two reader references to one company reference.<\/p>\n<p>Here are the results I got on one of my clients&#8217; proposals:<\/p>\n<table class=\"pinktable\" style=\"background-color: #ffffff; width:75%;\" border=\"1\" cellspacing=\"0\" cellpadding=\"3\">\n<tbody>\n<tr style=\"background-color:lightgrey;\">\n<td colspan=\"4\" valign=\"top\">\n<p style=\"text-align: center;\"><strong>We-you ratio<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">Our company name<\/td>\n<td valign=\"top\">7<\/td>\n<td valign=\"top\">Client company name<\/td>\n<td valign=\"top\">4<\/td>\n<\/tr>\n<tr style=\"background-color:lightgrey;\">\n<td valign=\"top\">&#8220;Our&#8221;<\/td>\n<td valign=\"top\">39<\/td>\n<td valign=\"top\">&#8220;Your&#8221;<\/td>\n<td valign=\"top\">0<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\">&#8220;We&#8221;<\/td>\n<td valign=\"top\">43<\/td>\n<td valign=\"top\">&#8220;You&#8221;<\/td>\n<td valign=\"top\">2<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>It&#8217;s a good thing we had a chance to edit the proposal before it went out: We-We Syndrome can be fatal to business development.<\/p>\n<p>As one of my clients says, &#8220;You&#8217;ll go &#8216;We, We, We&#8217; all the way home \u2014 without the contract.&#8221;<\/p>\n<h3>2. See what you say.<\/h3>\n<p>One way to visualize We-We Syndrome is to create a tag cloud for your copy. Tag clouds display the words you use the most frequently in the largest type, those you use less often in smaller type.<\/p>\n<p>You&#8217;re looking for your customer, the word &#8220;you&#8221; and benefits-oriented verbs to show up in large type and your own company and product names to be smaller. Here&#8217;s the tag cloud for a <a href=\"https:\/\/www.businesswire.com\/news\/home\/20180329006206\/en\/189K-Grant-Austin-Nonprofit-Build-Apartments-Special-Needs\" target=\"_blank\" rel=\"noopener noreferrer\">Federal Home Loan Bank release about apartments for special-needs residents<\/a>:<\/p>\n<figure id=\"attachment_17288\" aria-describedby=\"caption-attachment-17288\" style=\"width: 575px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"17288\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/what-is-reader-centered-writing\/fhlb\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/06\/FHLB.jpg\" data-orig-size=\"575,376\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"FHLB\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/06\/FHLB-300x196.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/06\/FHLB.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-17288 lazyload\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/06\/FHLB.jpg\" alt=\"\" width=\"575\" height=\"376\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/06\/FHLB.jpg 575w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/06\/FHLB-300x196.jpg 300w\" data-sizes=\"(max-width: 575px) 100vw, 575px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 575px; --smush-placeholder-aspect-ratio: 575\/376;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"17288\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/what-is-reader-centered-writing\/fhlb\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/06\/FHLB.jpg\" data-orig-size=\"575,376\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"FHLB\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/06\/FHLB-300x196.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/06\/FHLB.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-17288\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/06\/FHLB.jpg\" alt=\"\" width=\"575\" height=\"376\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/06\/FHLB.jpg 575w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/06\/FHLB-300x196.jpg 300w\" sizes=\"(max-width: 575px) 100vw, 575px\" \/><\/noscript><figcaption id=\"caption-attachment-17288\" class=\"wp-caption-text\"><strong>It\u2019s not about you<\/strong> FHLB, Frost Bank and the locations show up prominently. But where are the special-needs residents? That&#8217;s We-We.<\/figcaption><\/figure>\n<p>Remember, write about your readers, not your topic. If you find results like these, rewrite your copy to focus more on your customers and what they&#8217;ll be able to do with your product and less on the organization and the product itself.<\/p>\n<h3>3. Put the reader first.<\/h3>\n<p>Did these diagnostics reveal a bad case of Institutional Narcissism? One way to cure the disease is to lead with the reader, not with your company. Check out this before and after by Melanie Allen, Marketing &amp; Public Relations manager at Inova.<\/p>\n<p>Before:<\/p>\n<h5 class=\"standalone\">Inova Loudoun Hospital has multiple emergency rooms around Loudoun County.<\/h5>\n<p>After:<\/p>\n<h5 class=\"standalone\">Spend less time in the car and in pain with Inova Loudoun Hospital&#8217;s three conveniently located emergency rooms.<\/h5>\n<p>Can\u2019t use \u201cyou\u201d? Use a placeholder instead. Start your headline, lead, paragraph or sentence with your target reader: \u201cAsthma sufferers,\u201d say, or \u201cPR professionals.\u201d<\/p>\n<h3>Take the cure<\/h3>\n<p>We-We Syndrome is contagious, so be careful out there. Don&#8217;t let We-We spread. The minute you&#8217;ve diagnosed the patient, apply the remedy: Rewrite your copy to focus on the reader, not the organization.<\/p>\n<div id='MMC-Persuasive' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-82\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Persuasive-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training-mmc.png\" alt=\"Persuasive-writing workshop, a mini master class\" title=\"Persuasive-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training-mmc.png\" alt=\"Persuasive-writing workshop, a mini master class\" title=\"Persuasive-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Move readers to act with persuasive writing<\/h3>\r\n\t\r\n<p>Your readers are bombarded with the data equivalent of 174 newspapers \u2014 ads included \u2014 every day, according to a study by USC\u2019s Annenberg School for Communication.<\/p>\r\n\t\r\n<p>In this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\n<p>Learn how to write more engaging, persuasive messages at our <a title=\"Persuasive-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" 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Narcissism<\/p>\n","protected":false},"author":6,"featured_media":29341,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[51],"tags":[195,116,197],"class_list":{"0":"post-11040","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-persuasive-writing-tipsheets","8":"tag-persuasion","9":"tag-think-like-a-reader","10":"tag-wiifm","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is reader-centered writing?<\/title>\n<meta name=\"description\" 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