{"id":16791,"date":"2018-02-22T13:39:45","date_gmt":"2018-02-22T17:39:45","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?page_id=16791"},"modified":"2023-03-28T14:03:10","modified_gmt":"2023-03-28T18:03:10","slug":"guidelines-for-reader-centered-communication","status":"publish","type":"page","link":"https:\/\/www.wyliecomm.com\/writing-tips\/persuasive-writing\/guidelines-for-reader-centered-communication\/","title":{"rendered":"Guidelines for reader-centered communication"},"content":{"rendered":"<h2>The topic is never the topic; the reader is always the topic<\/h2>\n<figure id=\"attachment_29304\" aria-describedby=\"caption-attachment-29304\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29304\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/persuasive-writing\/guidelines-for-reader-centered-communication\/guidelines-for-reader-centered-communication\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/guidelines-for-reader-centered-communication.png\" data-orig-size=\"408,300\" 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=\"guidelines-for-reader-centered-communication\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Target the reader&lt;\/strong&gt; The best way to reach your readers is to write reader-centric communications. That is, write to and about your readers. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/dartsboard-bullseye-business-wear-552299530&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by rawpixel.com&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/guidelines-for-reader-centered-communication-300x221.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/guidelines-for-reader-centered-communication.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/guidelines-for-reader-centered-communication.png\" alt=\"Guidelines for reader-centered communication\" title=\"Guidelines for reader-centered communication\" width=\"408\" height=\"300\" class=\"size-full wp-image-29304 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/guidelines-for-reader-centered-communication.png 408w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/guidelines-for-reader-centered-communication-300x221.png 300w\" data-sizes=\"(max-width: 408px) 100vw, 408px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 408px; --smush-placeholder-aspect-ratio: 408\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29304\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/persuasive-writing\/guidelines-for-reader-centered-communication\/guidelines-for-reader-centered-communication\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/guidelines-for-reader-centered-communication.png\" data-orig-size=\"408,300\" 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=\"guidelines-for-reader-centered-communication\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Target the reader&lt;\/strong&gt; The best way to reach your readers is to write reader-centric communications. That is, write to and about your readers. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/dartsboard-bullseye-business-wear-552299530&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by rawpixel.com&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/guidelines-for-reader-centered-communication-300x221.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/guidelines-for-reader-centered-communication.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/guidelines-for-reader-centered-communication.png\" alt=\"Guidelines for reader-centered communication\" title=\"Guidelines for reader-centered communication\" width=\"408\" height=\"300\" class=\"size-full wp-image-29304\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/guidelines-for-reader-centered-communication.png 408w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/guidelines-for-reader-centered-communication-300x221.png 300w\" sizes=\"(max-width: 408px) 100vw, 408px\" \/><\/noscript><figcaption id=\"caption-attachment-29304\" class=\"wp-caption-text\"><strong>Target the reader<\/strong> The best way to reach your readers is to write reader-centric communications. That is, write to and about your readers. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/dartsboard-bullseye-business-wear-552299530\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by rawpixel.com<\/em><\/a><\/figcaption><\/figure>\n<table class=\"indextable\" border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"5px\" align=\"left\">\n<tbody>\n<tr>\n<td colspan=\"2\">\n<h3 class=\"indextableheader\">Why reader-centric communication?<\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"indextabletdleft\"><a href=\"https:\/\/www.wyliecomm.com\/2023\/03\/how-to-craft-reader-focused-writing\/\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft lazyload\" title=\"How to craft reader-focused writing\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing-150.png\" alt=\"How to craft reader-focused writing\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft\" title=\"How to craft reader-focused writing\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing-150.png\" alt=\"How to craft reader-focused writing\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td class=\"indextabletdright\">\n<p class=\"index-story-headline\"><a title=\"How to craft reader-focused writing\" href=\"https:\/\/www.wyliecomm.com\/2023\/03\/how-to-craft-reader-focused-writing\/\" target=\"\" rel=\"noopener noreferrer\">How to craft reader-focused writing<\/a><\/p>\n<p class=\"index-story-deck\">Write to and about <em>you<\/em><\/p>\n<p class=\"index-story-intro\">The ultimate selfie: The reader is the reader\u2019s favorite topic. So give the reader what she wants.<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td colspan=\"2\">\n<hr \/>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"indextabletdleft\"><a href=\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-business-writing\/\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft lazyload\" title=\"Learn reader-centered business writing from Dale Carnegie\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing-150.png\" alt=\"Learn reader-centered business writing from Dale Carnegie\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft\" title=\"Learn reader-centered business writing from Dale Carnegie\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-business-writing-150.png\" alt=\"Learn reader-centered business writing from Dale Carnegie\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td class=\"indextabletdright\">\n<p class=\"index-story-headline\"><a title=\"Learn reader-centered business writing from Dale Carnegie\" href=\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-business-writing\/\" target=\"\" rel=\"noopener noreferrer\">Learn reader-centered business writing from Dale Carnegie<\/a><\/p>\n<p class=\"index-story-deck\">Take a tip from the author of <em>How to Win Friends and Influence People<\/em><\/p>\n<p class=\"index-story-intro\">WWDCD? Learn to move people to act from the master of persuasion.<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td colspan=\"2\">\n<hr \/>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"indextabletdleft\"><a href=\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-approach\/\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft lazyload\" title=\"Top organizations use reader-centric approach\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/reader-centric-approach-150.png\" alt=\"Top organizations use reader-centric approach\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft\" title=\"Top organizations use reader-centric approach\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/reader-centric-approach-150.png\" alt=\"Top organizations use reader-centric approach\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td class=\"indextabletdright\">\n<p class=\"index-story-headline\"><a title=\"Top organizations use reader-centric approach\" href=\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-approach\/\" target=\"\" rel=\"noopener noreferrer\">Top organizations use reader-centric approach<\/a><\/p>\n<p class=\"index-story-deck\">High performers focus on readers 71% of the time \u2014 IABC UK study<\/p>\n<p class=\"index-story-intro\">Reader first: Top companies 60% more likely to focus on reader needs, twice as likely to engage readers emotionally.<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td colspan=\"2\">\n<hr \/>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"indextabletdleft\"><a href=\"https:\/\/www.wyliecomm.com\/2022\/04\/writer-centered-vs-reader-centered\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15037 size-full lazyload\" title=\"Writer centered vs. reader centered writing\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/writer-centered-vs-reader-centered-150.png\" alt=\"Writer centered vs. reader centered writing\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15037 size-full\" title=\"Writer centered vs. reader centered writing\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/04\/writer-centered-vs-reader-centered-150.png\" alt=\"Writer centered vs. reader centered writing\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td class=\"indextabletdright\">\n<p class=\"index-story-headline\"><a title=\"Writer centered vs. reader centered writing\" href=\"https:\/\/www.wyliecomm.com\/2022\/04\/writer-centered-vs-reader-centered\/\" target=\"\" rel=\"noopener noreferrer\">Writer centered vs. reader centered writing<\/a><\/p>\n<p class=\"index-story-deck\">Stop We-We-ing on readers<\/p>\n<p class=\"index-story-intro\">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.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<table class=\"indextable\" border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"5px\" align=\"left\">\n<tbody>\n<tr>\n<td colspan=\"2\">\n<h3 class=\"indextableheader\">How to write reader-centric communication<\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"indextabletdleft\"><a href=\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft lazyload\" title=\"How to craft reader-centered writing\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing-150.png\" alt=\"How to craft reader-centered writing\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft\" title=\"How to craft reader-centered writing\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing-150.png\" alt=\"How to craft reader-centered writing\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td class=\"indextabletdright\">\n<p class=\"index-story-headline\"><a title=\"How to craft reader-centered writing\" href=\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/\" target=\"\" rel=\"noopener noreferrer\">How to craft reader-centered writing<\/a><\/p>\n<p class=\"index-story-deck\">Use <em>you<\/em> for all audiences, channels<\/p>\n<p class=\"index-story-intro\">It\u2019s all about <em>you<\/em>: Focus all your communications on the reader and the reader\u2019s needs.<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td colspan=\"2\">\n<hr \/>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"indextabletdleft\"><a href=\"https:\/\/www.wyliecomm.com\/2022\/04\/what-is-reader-centered-writing\/\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft lazyload\" title=\"What is reader-centered writing?\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing-150.png\" alt=\"What is reader-centered writing?\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15037 size-full alignleft\" title=\"What is reader-centered writing?\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/what-is-reader-centered-writing-150.png\" alt=\"What is reader-centered writing?\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td class=\"indextabletdright\">\n<p class=\"index-story-headline\"><a title=\"What is reader-centered writing?\" href=\"https:\/\/www.wyliecomm.com\/2022\/04\/what-is-reader-centered-writing\/\" target=\"\" rel=\"noopener noreferrer\">What is reader-centered writing?<\/a><\/p>\n<p class=\"index-story-deck\">Avoid Institutional Narcissism<\/p>\n<p class=\"index-story-intro\">You\u2019re so vain, you probably think this piece is about you: Don\u2019t go <em>We, we, we<\/em> all the way home \u2014 without the contract.<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td colspan=\"2\">\n<hr \/>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"indextabletdleft\"><a href=\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-focused-writing\/\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-24515 size-full alignleft lazyload\" title=\"How to craft reader-focused writing\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-focused-writing-150.png\" alt=\"How to craft reader-focused writing\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-24515 size-full alignleft\" title=\"How to craft reader-focused writing\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-focused-writing-150.png\" alt=\"How to craft reader-focused writing\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td class=\"indextabletdright\">\n<p class=\"index-story-headline\"><a title=\"How to craft reader-focused writing\" href=\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-focused-writing\/\" target=\"\" rel=\"noopener noreferrer\">How to craft reader-focused writing<\/a><\/p>\n<p class=\"index-story-deck\">Stop it with the \u2018At XX, we \u2026\u2019 construction<\/p>\n<p class=\"index-story-intro\">Write about the reader instead of about how you know and understand the reader.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<table class=\"indextable\" border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"5px\" align=\"left\">\n<tbody>\n<tr>\n<td colspan=\"2\">\n<h3 class=\"indextableheader\">More on reader-centric communication<\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"indextabletdleft\"><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/persuasive-writing\/guidelines-for-reader-centered-communication\/quotes-on-reader-centric-communication\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15037 size-full lazyload\" title=\"Quotes on reader-centric communication\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/quotes-150.png\" alt=\"Quotes on reader-centric communication\" width=\"150\" height=\"150\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15037 size-full\" title=\"Quotes on reader-centric communication\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/06\/quotes-150.png\" alt=\"Quotes on reader-centric communication\" width=\"150\" height=\"150\" \/><\/noscript><\/a><\/td>\n<td class=\"indextabletdright\">\n<p class=\"index-story-headline\"><a title=\"Quotes on reader-centric communication\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/persuasive-writing\/guidelines-for-reader-centered-communication\/quotes-on-reader-centric-communication\/\" target=\"\" rel=\"noopener noreferrer\">Quotes on reader-centric communication<\/a><\/p>\n<p class=\"index-story-deck\">What writers and others say<\/p>\n<p class=\"index-story-intro\">\u201cYour organization isn\u2019t the topic. Your products and services aren\u2019t the topic. The topic isn\u2019t the topic. The reader is the topic.\u201d \u2014 Ann Wylie, president, Wylie Communications<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>The topic is never the topic; the reader is always the topic Why reader-centric communication? How to craft reader-focused writing Write to and about you The ultimate selfie: The reader is the reader\u2019s favorite topic. So give the reader what she wants. Learn reader-centered business writing from Dale Carnegie Take a tip from the author [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":29304,"parent":3866,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","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":"","footnotes":""},"class_list":{"0":"post-16791","1":"page","2":"type-page","3":"status-publish","4":"has-post-thumbnail","6":"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>Guidelines for reader-centered communication<\/title>\n<meta name=\"description\" content=\"Target the reader: The best way to reach your readers is to write reader-centric communications. 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