It feels so good<\/em> to talk about ourselves.<\/p>\n<\/noscript>Better than sex?<\/strong> Talking about ourselves activates the same pleasure centers in the brain as sex, science says. Problem is, your audience members want you to focus on them. Image by Olivier LeMoal<\/em><\/a><\/figcaption><\/figure>\nTalking about yourself activates the same pleasure centers in the brain as food, money or sex, according to Harvard neuroscientist Diana Tamir and her colleague Jason Mitchell, whose research on the topic was published in the Proceedings of the National Academy of Sciences<\/em>.<\/p>\nNo wonder some 40% of everyday speech is devoted to telling others about our favorite subject.<\/p>\n<\/div>\n\nSome 40% of everyday speech is devoted to telling others about ourselves. \u2014 Diana Tamir and Jason Mitchell, Harvard researchers<\/a><\/div>\nClick To Tweet<\/a><\/p>\n<\/div>\n<\/div>\nFor the study, Tamir and Mitchell used an MRI scanner to see which parts of the brain responded when people talked about themselves. When participants were sharing their own pizza preferences and personality traits, researchers saw heightened activity in regions of the brain associated with the rewards we get from food, money or sex.<\/p>\nAvoid institutional narcissism.<\/h3>\nI don’t know whether institutions also have pleasure centers, but they certainly seem to suffer from the same self-centeredness that afflicts we mere mortals. Consider their messages:<\/p>\n\nXYZ Company today announces that \u2026<\/li>\nOur ABC is the leading doohickey in the blah-blah market \u2026<\/li>\nAt LMNOP, we believe \u2026<\/li>\n<\/ul>\nThe problem with writing about us and our stuff is that, as Tamir and Mitchell’s research shows, your readers don’t want to talk about you. They want to talk about themselves.<\/p>\nSo stop We-We-ing on your readers.<\/p>\nReaders don’t want your We-We.<\/h3>\nWe’ve known since 1934 that readers don’t respond to We-We. That’s the year Ralph Tyler and Edgar Dale conducted a study that proved that first-person pronouns (I, me, we, us<\/em>) reduce readability<\/a>.<\/p>\n<\/div>\n\nFirst-person pronouns (I, me, we, us) reduce readability. \u2014 Ralph Tyler and Edgar Dale<\/a><\/div>\nClick To Tweet<\/a><\/p>\n<\/div>\n<\/div>\nFast forward to 2015, when Return Path proved the same thing<\/a>: People are less likely to open and click through emails with first-person pronouns (I, me, our, mine<\/em>) in the subject lines.<\/p>\n(I love how we keep “discovering” the same readership habits the classic researchers learned back in the day. These reader traits remain the same \u2014 over the decades, across media, throughout channels \u2014 because whatever else changes, our readers remain human.)<\/p>\nTop companies 57% less likely to We-We on readers.<\/h3>\nNo wonder high-performing organizations avoid We-We-ing on their readers. According to IABC UK’s research into how top organizations communicate<\/a>:<\/p>\n\n71% of high-performing organizations focus on the audience\u2019s point of view<\/strong> in their messaging. Just 45% of average organizations do.<\/li>\nTop organizations are 60% more likely to focus on the audience perspective<\/strong> in communications than average organizations.<\/li>\nSome 88% of average organizations say they like to talk about themselves<\/strong>; just 63% of top organizations do.<\/li>\n<\/ul>\nFocus on the reader’s favorite subject.<\/h3>\nInstead of writing about your favorite subject, write about the reader’s.<\/p>\nThey’ll love it. They’ll read it. They’ll open it, click through it and retweet it.<\/p>\nAnd that feels so good<\/em>.<\/p>\n___<\/p>\nSources: Robert Lee Hotz, “Science Reveals Why We Brag So Much<\/a>,” The Wall Street Journal<\/em>, May 7, 2012<\/p>\n\n\t\t\t<\/noscript><\/a>Move readers to act with persuasive writing<\/h3>\r\n\t\r\nYour 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\nIn this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\nLearn how to write more engaging, persuasive messages at our persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\nBOOK NOW<\/a>\r\n<\/div>\r\n<\/div><\/li><\/ul><\/div>\n","protected":false},"excerpt":{"rendered":"Stop We-We-ing on readers<\/p>\n","protected":false},"author":6,"featured_media":29330,"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":[303],"tags":[195,31,96,345],"class_list":{"0":"post-15737","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-think-like-a-reader","8":"tag-persuasion","9":"tag-persuasive-writing","10":"tag-readability","11":"tag-readers","12":"entry"},"yoast_head":"\nWriter centered vs. reader centered writing<\/title>\n<meta name=\"description\" content=\"Better than sex? 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Talking about yourself activates the same pleasure centers in the brain as food, money or sex, according to Harvard neuroscientist Diana Tamir and her colleague Jason Mitchell, whose research on the topic was published in the Proceedings of the National Academy of Sciences<\/em>.<\/p>\nNo wonder some 40% of everyday speech is devoted to telling others about our favorite subject.<\/p>\n<\/div>\n\nSome 40% of everyday speech is devoted to telling others about ourselves. \u2014 Diana Tamir and Jason Mitchell, Harvard researchers<\/a><\/div>\nClick To Tweet<\/a><\/p>\n<\/div>\n<\/div>\nFor the study, Tamir and Mitchell used an MRI scanner to see which parts of the brain responded when people talked about themselves. When participants were sharing their own pizza preferences and personality traits, researchers saw heightened activity in regions of the brain associated with the rewards we get from food, money or sex.<\/p>\nAvoid institutional narcissism.<\/h3>\nI don’t know whether institutions also have pleasure centers, but they certainly seem to suffer from the same self-centeredness that afflicts we mere mortals. Consider their messages:<\/p>\n\nXYZ Company today announces that \u2026<\/li>\nOur ABC is the leading doohickey in the blah-blah market \u2026<\/li>\nAt LMNOP, we believe \u2026<\/li>\n<\/ul>\nThe problem with writing about us and our stuff is that, as Tamir and Mitchell’s research shows, your readers don’t want to talk about you. They want to talk about themselves.<\/p>\nSo stop We-We-ing on your readers.<\/p>\nReaders don’t want your We-We.<\/h3>\nWe’ve known since 1934 that readers don’t respond to We-We. That’s the year Ralph Tyler and Edgar Dale conducted a study that proved that first-person pronouns (I, me, we, us<\/em>) reduce readability<\/a>.<\/p>\n<\/div>\n\nFirst-person pronouns (I, me, we, us) reduce readability. \u2014 Ralph Tyler and Edgar Dale<\/a><\/div>\nClick To Tweet<\/a><\/p>\n<\/div>\n<\/div>\nFast forward to 2015, when Return Path proved the same thing<\/a>: People are less likely to open and click through emails with first-person pronouns (I, me, our, mine<\/em>) in the subject lines.<\/p>\n(I love how we keep “discovering” the same readership habits the classic researchers learned back in the day. These reader traits remain the same \u2014 over the decades, across media, throughout channels \u2014 because whatever else changes, our readers remain human.)<\/p>\nTop companies 57% less likely to We-We on readers.<\/h3>\nNo wonder high-performing organizations avoid We-We-ing on their readers. According to IABC UK’s research into how top organizations communicate<\/a>:<\/p>\n\n71% of high-performing organizations focus on the audience\u2019s point of view<\/strong> in their messaging. Just 45% of average organizations do.<\/li>\nTop organizations are 60% more likely to focus on the audience perspective<\/strong> in communications than average organizations.<\/li>\nSome 88% of average organizations say they like to talk about themselves<\/strong>; just 63% of top organizations do.<\/li>\n<\/ul>\nFocus on the reader’s favorite subject.<\/h3>\nInstead of writing about your favorite subject, write about the reader’s.<\/p>\nThey’ll love it. They’ll read it. They’ll open it, click through it and retweet it.<\/p>\nAnd that feels so good<\/em>.<\/p>\n___<\/p>\nSources: Robert Lee Hotz, “Science Reveals Why We Brag So Much<\/a>,” The Wall Street Journal<\/em>, May 7, 2012<\/p>\n\n\t\t\t<\/noscript><\/a>Move readers to act with persuasive writing<\/h3>\r\n\t\r\nYour 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\nIn this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\nLearn how to write more engaging, persuasive messages at our persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\nBOOK NOW<\/a>\r\n<\/div>\r\n<\/div><\/li><\/ul><\/div>\n","protected":false},"excerpt":{"rendered":"Stop We-We-ing on readers<\/p>\n","protected":false},"author":6,"featured_media":29330,"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":[303],"tags":[195,31,96,345],"class_list":{"0":"post-15737","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-think-like-a-reader","8":"tag-persuasion","9":"tag-persuasive-writing","10":"tag-readability","11":"tag-readers","12":"entry"},"yoast_head":"\nWriter centered vs. reader centered writing<\/title>\n<meta name=\"description\" content=\"Better than sex? 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No wonder some 40% of everyday speech is devoted to telling others about our favorite subject.<\/p>\n
Click To Tweet<\/a><\/p>\n<\/div>\n<\/div>\nFor the study, Tamir and Mitchell used an MRI scanner to see which parts of the brain responded when people talked about themselves. When participants were sharing their own pizza preferences and personality traits, researchers saw heightened activity in regions of the brain associated with the rewards we get from food, money or sex.<\/p>\nAvoid institutional narcissism.<\/h3>\nI don’t know whether institutions also have pleasure centers, but they certainly seem to suffer from the same self-centeredness that afflicts we mere mortals. Consider their messages:<\/p>\n\nXYZ Company today announces that \u2026<\/li>\nOur ABC is the leading doohickey in the blah-blah market \u2026<\/li>\nAt LMNOP, we believe \u2026<\/li>\n<\/ul>\nThe problem with writing about us and our stuff is that, as Tamir and Mitchell’s research shows, your readers don’t want to talk about you. They want to talk about themselves.<\/p>\nSo stop We-We-ing on your readers.<\/p>\nReaders don’t want your We-We.<\/h3>\nWe’ve known since 1934 that readers don’t respond to We-We. That’s the year Ralph Tyler and Edgar Dale conducted a study that proved that first-person pronouns (I, me, we, us<\/em>) reduce readability<\/a>.<\/p>\n<\/div>\n\nFirst-person pronouns (I, me, we, us) reduce readability. \u2014 Ralph Tyler and Edgar Dale<\/a><\/div>\nClick To Tweet<\/a><\/p>\n<\/div>\n<\/div>\nFast forward to 2015, when Return Path proved the same thing<\/a>: People are less likely to open and click through emails with first-person pronouns (I, me, our, mine<\/em>) in the subject lines.<\/p>\n(I love how we keep “discovering” the same readership habits the classic researchers learned back in the day. These reader traits remain the same \u2014 over the decades, across media, throughout channels \u2014 because whatever else changes, our readers remain human.)<\/p>\nTop companies 57% less likely to We-We on readers.<\/h3>\nNo wonder high-performing organizations avoid We-We-ing on their readers. According to IABC UK’s research into how top organizations communicate<\/a>:<\/p>\n\n71% of high-performing organizations focus on the audience\u2019s point of view<\/strong> in their messaging. Just 45% of average organizations do.<\/li>\nTop organizations are 60% more likely to focus on the audience perspective<\/strong> in communications than average organizations.<\/li>\nSome 88% of average organizations say they like to talk about themselves<\/strong>; just 63% of top organizations do.<\/li>\n<\/ul>\nFocus on the reader’s favorite subject.<\/h3>\nInstead of writing about your favorite subject, write about the reader’s.<\/p>\nThey’ll love it. They’ll read it. They’ll open it, click through it and retweet it.<\/p>\nAnd that feels so good<\/em>.<\/p>\n___<\/p>\nSources: Robert Lee Hotz, “Science Reveals Why We Brag So Much<\/a>,” The Wall Street Journal<\/em>, May 7, 2012<\/p>\n\n\t\t\t<\/noscript><\/a>Move readers to act with persuasive writing<\/h3>\r\n\t\r\nYour 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\nIn this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\nLearn how to write more engaging, persuasive messages at our persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\nBOOK NOW<\/a>\r\n<\/div>\r\n<\/div><\/li><\/ul><\/div>\n","protected":false},"excerpt":{"rendered":"Stop We-We-ing on readers<\/p>\n","protected":false},"author":6,"featured_media":29330,"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":[303],"tags":[195,31,96,345],"class_list":{"0":"post-15737","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-think-like-a-reader","8":"tag-persuasion","9":"tag-persuasive-writing","10":"tag-readability","11":"tag-readers","12":"entry"},"yoast_head":"\nWriter centered vs. reader centered writing<\/title>\n<meta name=\"description\" content=\"Better than sex? 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For the study, Tamir and Mitchell used an MRI scanner to see which parts of the brain responded when people talked about themselves. When participants were sharing their own pizza preferences and personality traits, researchers saw heightened activity in regions of the brain associated with the rewards we get from food, money or sex.<\/p>\n
I don’t know whether institutions also have pleasure centers, but they certainly seem to suffer from the same self-centeredness that afflicts we mere mortals. Consider their messages:<\/p>\n
The problem with writing about us and our stuff is that, as Tamir and Mitchell’s research shows, your readers don’t want to talk about you. They want to talk about themselves.<\/p>\n
So stop We-We-ing on your readers.<\/p>\n
We’ve known since 1934 that readers don’t respond to We-We. That’s the year Ralph Tyler and Edgar Dale conducted a study that proved that first-person pronouns (I, me, we, us<\/em>) reduce readability<\/a>.<\/p>\n<\/div>\n\nFirst-person pronouns (I, me, we, us) reduce readability. \u2014 Ralph Tyler and Edgar Dale<\/a><\/div>\nClick To Tweet<\/a><\/p>\n<\/div>\n<\/div>\nFast forward to 2015, when Return Path proved the same thing<\/a>: People are less likely to open and click through emails with first-person pronouns (I, me, our, mine<\/em>) in the subject lines.<\/p>\n(I love how we keep “discovering” the same readership habits the classic researchers learned back in the day. These reader traits remain the same \u2014 over the decades, across media, throughout channels \u2014 because whatever else changes, our readers remain human.)<\/p>\nTop companies 57% less likely to We-We on readers.<\/h3>\nNo wonder high-performing organizations avoid We-We-ing on their readers. According to IABC UK’s research into how top organizations communicate<\/a>:<\/p>\n\n71% of high-performing organizations focus on the audience\u2019s point of view<\/strong> in their messaging. Just 45% of average organizations do.<\/li>\nTop organizations are 60% more likely to focus on the audience perspective<\/strong> in communications than average organizations.<\/li>\nSome 88% of average organizations say they like to talk about themselves<\/strong>; just 63% of top organizations do.<\/li>\n<\/ul>\nFocus on the reader’s favorite subject.<\/h3>\nInstead of writing about your favorite subject, write about the reader’s.<\/p>\nThey’ll love it. They’ll read it. They’ll open it, click through it and retweet it.<\/p>\nAnd that feels so good<\/em>.<\/p>\n___<\/p>\nSources: Robert Lee Hotz, “Science Reveals Why We Brag So Much<\/a>,” The Wall Street Journal<\/em>, May 7, 2012<\/p>\n\n\t\t\t<\/noscript><\/a>Move readers to act with persuasive writing<\/h3>\r\n\t\r\nYour 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\nIn this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\nLearn how to write more engaging, persuasive messages at our persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\nBOOK NOW<\/a>\r\n<\/div>\r\n<\/div><\/li><\/ul><\/div>\n","protected":false},"excerpt":{"rendered":"Stop We-We-ing on readers<\/p>\n","protected":false},"author":6,"featured_media":29330,"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":[303],"tags":[195,31,96,345],"class_list":{"0":"post-15737","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-think-like-a-reader","8":"tag-persuasion","9":"tag-persuasive-writing","10":"tag-readability","11":"tag-readers","12":"entry"},"yoast_head":"\nWriter centered vs. reader centered writing<\/title>\n<meta name=\"description\" content=\"Better than sex? 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Click To Tweet<\/a><\/p>\n<\/div>\n<\/div>\nFast forward to 2015, when Return Path proved the same thing<\/a>: People are less likely to open and click through emails with first-person pronouns (I, me, our, mine<\/em>) in the subject lines.<\/p>\n(I love how we keep “discovering” the same readership habits the classic researchers learned back in the day. These reader traits remain the same \u2014 over the decades, across media, throughout channels \u2014 because whatever else changes, our readers remain human.)<\/p>\nTop companies 57% less likely to We-We on readers.<\/h3>\nNo wonder high-performing organizations avoid We-We-ing on their readers. According to IABC UK’s research into how top organizations communicate<\/a>:<\/p>\n\n71% of high-performing organizations focus on the audience\u2019s point of view<\/strong> in their messaging. Just 45% of average organizations do.<\/li>\nTop organizations are 60% more likely to focus on the audience perspective<\/strong> in communications than average organizations.<\/li>\nSome 88% of average organizations say they like to talk about themselves<\/strong>; just 63% of top organizations do.<\/li>\n<\/ul>\nFocus on the reader’s favorite subject.<\/h3>\nInstead of writing about your favorite subject, write about the reader’s.<\/p>\nThey’ll love it. They’ll read it. They’ll open it, click through it and retweet it.<\/p>\nAnd that feels so good<\/em>.<\/p>\n___<\/p>\nSources: Robert Lee Hotz, “Science Reveals Why We Brag So Much<\/a>,” The Wall Street Journal<\/em>, May 7, 2012<\/p>\n\n\t\t\t<\/noscript><\/a>Move readers to act with persuasive writing<\/h3>\r\n\t\r\nYour 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\nIn this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\nLearn how to write more engaging, persuasive messages at our persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\nBOOK NOW<\/a>\r\n<\/div>\r\n<\/div><\/li><\/ul><\/div>\n","protected":false},"excerpt":{"rendered":"Stop We-We-ing on readers<\/p>\n","protected":false},"author":6,"featured_media":29330,"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":[303],"tags":[195,31,96,345],"class_list":{"0":"post-15737","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-think-like-a-reader","8":"tag-persuasion","9":"tag-persuasive-writing","10":"tag-readability","11":"tag-readers","12":"entry"},"yoast_head":"\nWriter centered vs. reader centered writing<\/title>\n<meta name=\"description\" content=\"Better than sex? 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Fast forward to 2015, when Return Path proved the same thing<\/a>: People are less likely to open and click through emails with first-person pronouns (I, me, our, mine<\/em>) in the subject lines.<\/p>\n(I love how we keep “discovering” the same readership habits the classic researchers learned back in the day. These reader traits remain the same \u2014 over the decades, across media, throughout channels \u2014 because whatever else changes, our readers remain human.)<\/p>\nTop companies 57% less likely to We-We on readers.<\/h3>\nNo wonder high-performing organizations avoid We-We-ing on their readers. According to IABC UK’s research into how top organizations communicate<\/a>:<\/p>\n\n71% of high-performing organizations focus on the audience\u2019s point of view<\/strong> in their messaging. Just 45% of average organizations do.<\/li>\nTop organizations are 60% more likely to focus on the audience perspective<\/strong> in communications than average organizations.<\/li>\nSome 88% of average organizations say they like to talk about themselves<\/strong>; just 63% of top organizations do.<\/li>\n<\/ul>\nFocus on the reader’s favorite subject.<\/h3>\nInstead of writing about your favorite subject, write about the reader’s.<\/p>\nThey’ll love it. They’ll read it. They’ll open it, click through it and retweet it.<\/p>\nAnd that feels so good<\/em>.<\/p>\n___<\/p>\nSources: Robert Lee Hotz, “Science Reveals Why We Brag So Much<\/a>,” The Wall Street Journal<\/em>, May 7, 2012<\/p>\n\n\t\t\t<\/noscript><\/a>Move readers to act with persuasive writing<\/h3>\r\n\t\r\nYour 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\nIn this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\nLearn how to write more engaging, persuasive messages at our persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\nBOOK NOW<\/a>\r\n<\/div>\r\n<\/div><\/li><\/ul><\/div>\n","protected":false},"excerpt":{"rendered":"Stop We-We-ing on readers<\/p>\n","protected":false},"author":6,"featured_media":29330,"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":[303],"tags":[195,31,96,345],"class_list":{"0":"post-15737","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-think-like-a-reader","8":"tag-persuasion","9":"tag-persuasive-writing","10":"tag-readability","11":"tag-readers","12":"entry"},"yoast_head":"\nWriter centered vs. reader centered writing<\/title>\n<meta name=\"description\" content=\"Better than sex? 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(I love how we keep “discovering” the same readership habits the classic researchers learned back in the day. These reader traits remain the same \u2014 over the decades, across media, throughout channels \u2014 because whatever else changes, our readers remain human.)<\/p>\n
No wonder high-performing organizations avoid We-We-ing on their readers. According to IABC UK’s research into how top organizations communicate<\/a>:<\/p>\n\n71% of high-performing organizations focus on the audience\u2019s point of view<\/strong> in their messaging. Just 45% of average organizations do.<\/li>\nTop organizations are 60% more likely to focus on the audience perspective<\/strong> in communications than average organizations.<\/li>\nSome 88% of average organizations say they like to talk about themselves<\/strong>; just 63% of top organizations do.<\/li>\n<\/ul>\nFocus on the reader’s favorite subject.<\/h3>\nInstead of writing about your favorite subject, write about the reader’s.<\/p>\nThey’ll love it. They’ll read it. They’ll open it, click through it and retweet it.<\/p>\nAnd that feels so good<\/em>.<\/p>\n___<\/p>\nSources: Robert Lee Hotz, “Science Reveals Why We Brag So Much<\/a>,” The Wall Street Journal<\/em>, May 7, 2012<\/p>\n\n\t\t\t<\/noscript><\/a>Move readers to act with persuasive writing<\/h3>\r\n\t\r\nYour 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\nIn this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\nLearn how to write more engaging, persuasive messages at our persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\nBOOK NOW<\/a>\r\n<\/div>\r\n<\/div><\/li><\/ul><\/div>\n","protected":false},"excerpt":{"rendered":"Stop We-We-ing on readers<\/p>\n","protected":false},"author":6,"featured_media":29330,"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":[303],"tags":[195,31,96,345],"class_list":{"0":"post-15737","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-think-like-a-reader","8":"tag-persuasion","9":"tag-persuasive-writing","10":"tag-readability","11":"tag-readers","12":"entry"},"yoast_head":"\nWriter centered vs. reader centered writing<\/title>\n<meta name=\"description\" content=\"Better than sex? 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Instead of writing about your favorite subject, write about the reader’s.<\/p>\n
They’ll love it. They’ll read it. They’ll open it, click through it and retweet it.<\/p>\n
And that feels so good<\/em>.<\/p>\n___<\/p>\nSources: Robert Lee Hotz, “Science Reveals Why We Brag So Much<\/a>,” The Wall Street Journal<\/em>, May 7, 2012<\/p>\n\n\t\t\t<\/noscript><\/a>Move readers to act with persuasive writing<\/h3>\r\n\t\r\nYour 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\nIn this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\nLearn how to write more engaging, persuasive messages at our persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\nBOOK NOW<\/a>\r\n<\/div>\r\n<\/div><\/li><\/ul><\/div>\n","protected":false},"excerpt":{"rendered":"Stop We-We-ing on readers<\/p>\n","protected":false},"author":6,"featured_media":29330,"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":[303],"tags":[195,31,96,345],"class_list":{"0":"post-15737","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-think-like-a-reader","8":"tag-persuasion","9":"tag-persuasive-writing","10":"tag-readability","11":"tag-readers","12":"entry"},"yoast_head":"\nWriter centered vs. reader centered writing<\/title>\n<meta name=\"description\" content=\"Better than sex? Talking about ourselves activates the same pleasure centers in the brain as sex, science says. Problem is, your audience members want you to focus on them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wyliecomm.com\/2022\/04\/writer-centered-vs-reader-centered\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Writer centered vs. reader centered writing\" \/>\n<meta property=\"og:description\" content=\"Better than sex? Talking about ourselves activates the same pleasure centers in the brain as sex, science says. 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Sources: Robert Lee Hotz, “Science Reveals Why We Brag So Much<\/a>,” The Wall Street Journal<\/em>, May 7, 2012<\/p>\n\n\t\t\t<\/noscript><\/a>Move readers to act with persuasive writing<\/h3>\r\n\t\r\nYour 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\nIn this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\nLearn how to write more engaging, persuasive messages at our persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\nBOOK NOW<\/a>\r\n<\/div>\r\n<\/div><\/li><\/ul><\/div>\n","protected":false},"excerpt":{"rendered":"Stop We-We-ing on readers<\/p>\n","protected":false},"author":6,"featured_media":29330,"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":[303],"tags":[195,31,96,345],"class_list":{"0":"post-15737","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-think-like-a-reader","8":"tag-persuasion","9":"tag-persuasive-writing","10":"tag-readability","11":"tag-readers","12":"entry"},"yoast_head":"\nWriter centered vs. reader centered writing<\/title>\n<meta name=\"description\" content=\"Better than sex? 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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
In this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\n
Learn how to write more engaging, persuasive messages at our persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\nBOOK NOW<\/a>\r\n<\/div>\r\n<\/div><\/li><\/ul><\/div>\n","protected":false},"excerpt":{"rendered":"Stop We-We-ing on readers<\/p>\n","protected":false},"author":6,"featured_media":29330,"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":[303],"tags":[195,31,96,345],"class_list":{"0":"post-15737","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-think-like-a-reader","8":"tag-persuasion","9":"tag-persuasive-writing","10":"tag-readability","11":"tag-readers","12":"entry"},"yoast_head":"\nWriter centered vs. reader centered writing<\/title>\n<meta name=\"description\" content=\"Better than sex? 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