{"id":17213,"date":"2022-04-27T11:21:52","date_gmt":"2022-04-27T15:21:52","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=17213"},"modified":"2024-01-16T09:25:09","modified_gmt":"2024-01-16T13:25:09","slug":"reader-centered-writing","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/","title":{"rendered":"How to craft reader-centered writing"},"content":{"rendered":"<h2>Use <em>you<\/em> for all audiences, channels<\/h2>\n<p><em>You<\/em>. It&#8217;s a power tool of communications.<\/p>\n<figure id=\"attachment_29335\" aria-describedby=\"caption-attachment-29335\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29335\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/reader-centered-writing\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png\" data-orig-size=\"450,300\" 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=\"reader-centered-writing\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;It\u2019s all about &lt;em&gt;you&lt;\/em&gt;&lt;\/strong&gt;\u00a0Focus all your communications on the reader and the reader\u2019s needs. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/london-uk-july-8th-2018-word-1143599534&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by chrisdorney&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png\" alt=\"Reader centered writing\" title=\"Reader centered writing\" width=\"450\" height=\"300\" class=\"size-full wp-image-29335 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29335\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/reader-centered-writing\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png\" data-orig-size=\"450,300\" 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=\"reader-centered-writing\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;It\u2019s all about &lt;em&gt;you&lt;\/em&gt;&lt;\/strong&gt;\u00a0Focus all your communications on the reader and the reader\u2019s needs. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/london-uk-july-8th-2018-word-1143599534&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by chrisdorney&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png\" alt=\"Reader centered writing\" title=\"Reader centered writing\" width=\"450\" height=\"300\" class=\"size-full wp-image-29335\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-29335\" class=\"wp-caption-text\"><strong>It\u2019s all about <em>you<\/em><\/strong>\u00a0Focus all your communications on the reader and the reader\u2019s needs. <a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/london-uk-july-8th-2018-word-1143599534\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by chrisdorney<\/em><\/a><\/figcaption><\/figure>\n<p>The second person <a class=\"locked\" href=\"https:\/\/revvingupreadership.com\/2019\/08\/how-to-reach-your-target-audience-on-social-media\/\" target=\"_blank\" rel=\"noopener noreferrer\">increases readability, boosts opens and clickthroughs and is the most retweeted word in the English language<\/a>.<\/p>\n<p>So lead with <em>you<\/em> whether you\u2019re writing for clients, employees, reporters or visitors. Indeed, use the Y word when you&#8217;re writing:<\/p>\n<h3>1. Marketing communications<\/h3>\n<p>The second person was, is and always will be the recognized standard for brochures, sales collateral and other marketing pieces. That\u2019s why the best marketing communications are verb-based benefits lists that sound like this:<\/p>\n<h5 class=\"standalone\">Grow bigger, lusher plants \u2014 and never have to water again \u2014 with XYZ\u2019s SuperPlantGro.<\/h5>\n<h3>2. Employee communications<\/h3>\n<p>C&#8217;mon. You&#8217;re not still referring to employees as <em>employees<\/em> in employee communications. Right? Overcome the distance between employees and the organization by writing directly to employees, using <em>you<\/em> or the imperative voice.<\/p>\n<p>So instead of:<\/p>\n<h5 class=\"standalone\">Employees must pick up new car stickers by Sept. 25<\/h5>\n<p>Write:<\/p>\n<h5 class=\"standalone\">Don\u2019t get stuck at security: Get your new car stickers by Sept. 25<\/h5>\n<h3>3. Public relations<\/h3>\n<p>Communicators have long believed that there\u2019s no place for you in media relations. Why? Two reasons:<\/p>\n<ol>\n<li><strong>News releases,<\/strong> conventional wisdom goes, <strong>require the third person for an objective, journalistic tone<\/strong>. But have you looked at a news outlet lately? Even the stodgiest now often use the second person.<\/li>\n<li><strong>Who\u2019s <em>you<\/em>?<\/strong> Is it the reporter who receives the release or the reporter\u2019s reader who actually reads the story? However, given organizations&#8217; goals for releases today, this seems like a non-problem too.<\/li>\n<\/ol>\n<p>I&#8217;ve seen enough <a href=\"http:\/\/anvils.prsa.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">PRSA Silver Anvil<\/a> Award-winning releases use <em>you<\/em> that I&#8217;ve almost come around to the idea. But I still think there&#8217;s a better choice.<\/p>\n<p>If you don\u2019t want to use the second person in media relations pieces, you can still focus on reader benefits by using a placeholder for <em>you<\/em> in the first position in the release. That\u2019s what makes this lead from a Silver Anvil Award-winning campaign lead so effective:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Employers now have a better way to measure, monitor and manage employee absences thanks to UnumProvident Corporation\u2019s (NYSE: UNM) expanded online Comparative Reporting &amp; Analysis (CR&amp;A) information services.<\/div>\n<h3>4. Multiple audiences<\/h3>\n<p>Remember back in the day, when Step 2 of the five-step communication planning process was &#8220;target your audience&#8221;? A whole step \u2014 20% of the process \u2014 devoted just to answering the question, &#8220;Who&#8217;s <em>you<\/em>?&#8221;<\/p>\n<p>But then \u2014 and, yes, I am aware of just how old this makes me sound \u2014 [read in creaky, old-lady voice] the internet came along, Sonny, and suddenly, our audience was everyone.<\/p>\n<p>So how do you write to <em>you<\/em> when you&#8217;re not sure who <em>you<\/em> is? You have three options:<\/p>\n<ul>\n<li><strong>Segment audiences<\/strong>. This remains the best practice. If you&#8217;re reaching out to investors, employees and consumers, you have three pieces. The bulk of the piece might be the same, but the top two or three paragraphs will change with the audience.<\/li>\n<li><strong>Call out to readers<\/strong>. Not possible to segment? Then take David Ogilvy&#8217;s advice, and call out to your segment in the headline. Just add, &#8220;Mothers of Kindergartners:&#8221; or &#8220;Asthma sufferers:&#8221; or &#8220;Kansas City residents:&#8221; to the front of your headline.<\/li>\n<li><strong>Let readers segment themselves<\/strong>. The National Institutes of Health used to have two doors on its home page: Doctors and Patients. That way, NIH could be sure that I never saw my doctor&#8217;s content, and that my doctor never saw mine.<\/li>\n<\/ul>\n<p>Because the minute my doctor gets a high blood pressure article intended for me, she decides the NIH site is not for her. And the minute I get the hypertension piece slanted toward my doctor, I decide the NIH site is not for me.<\/p>\n<p>That&#8217;s the problem with failing to segment audiences: Give people information that&#8217;s targeted to someone else, and you may lose them altogether.<\/p>\n<p>This also works with social media. I live in Portland, a city divided by the Willamette (rhymes with <em>damn it<\/em>) river. A dozen bridges connect the east and west sides.<\/p>\n<p>If my bridge is down, I want to receive updates from ODOT every five seconds. If your bridge is down? I never want to get bothered by it at all.<\/p>\n<p>The solution? Let people sign up for the bridge feeds they want to follow.<\/p>\n<p>Then you know who your reader is. Then you have no trouble talking to <em>you<\/em>.<\/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\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Use you for all audiences, channels<\/p>\n","protected":false},"author":6,"featured_media":29335,"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":[195,247],"class_list":{"0":"post-17213","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-you-writing","10":"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>How to craft reader-centered writing<\/title>\n<meta name=\"description\" content=\"Second person writing works for all audiences: Use you in marketing, employee comms \u2014 even PR\" \/>\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\/reader-centered-writing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to craft reader-centered writing\" \/>\n<meta property=\"og:description\" content=\"It\u2019s all about you: Focus all your communications on the reader and the reader\u2019s needs.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/\" \/>\n<meta property=\"og:site_name\" content=\"Wylie Communications, Inc.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/WylieCommunications\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/ann.wylie.33\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-27T15:21:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-16T13:25:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing-fb.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ann Wylie\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"How to craft reader-centered writing\" \/>\n<meta name=\"twitter:description\" content=\"It\u2019s all about you: Focus all your communications on the reader and the reader\u2019s needs.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing-twitter.png\" \/>\n<meta name=\"twitter:creator\" content=\"@AnnWylie\" \/>\n<meta name=\"twitter:site\" content=\"@AnnWylie\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ann Wylie\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/\"},\"author\":{\"name\":\"Ann Wylie\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e\"},\"headline\":\"How to craft reader-centered writing\",\"datePublished\":\"2022-04-27T15:21:52+00:00\",\"dateModified\":\"2024-01-16T13:25:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/\"},\"wordCount\":752,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png\",\"keywords\":[\"persuasion\",\"you-writing\"],\"articleSection\":[\"Think Like a Reader\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/\",\"url\":\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/\",\"name\":\"How to craft reader-centered writing\",\"isPartOf\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png\",\"datePublished\":\"2022-04-27T15:21:52+00:00\",\"dateModified\":\"2024-01-16T13:25:09+00:00\",\"description\":\"Second person writing works for all audiences: Use you in marketing, employee comms \u2014 even PR\",\"breadcrumb\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#primaryimage\",\"url\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png\",\"contentUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png\",\"width\":450,\"height\":300,\"caption\":\"It\u2019s all about you\u00a0Focus all your communications on the reader and the reader\u2019s needs. Image by chrisdorney\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.wyliecomm.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Writing and editing\",\"item\":\"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Persuasive writing\",\"item\":\"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/persuasive-writing-tipsheets\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"Think Like a Reader\",\"item\":\"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/persuasive-writing-tipsheets\/think-like-a-reader\/\"},{\"@type\":\"ListItem\",\"position\":5,\"name\":\"How to craft reader-centered writing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.wyliecomm.com\/#website\",\"url\":\"https:\/\/www.wyliecomm.com\/\",\"name\":\"Wylie Communications, Inc.\",\"description\":\"Writing workshops, communication consulting and writing services\",\"publisher\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.wyliecomm.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.wyliecomm.com\/#organization\",\"name\":\"Wylie Communications Inc.\",\"url\":\"https:\/\/www.wyliecomm.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png\",\"contentUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png\",\"width\":300,\"height\":300,\"caption\":\"Wylie Communications Inc.\"},\"image\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/WylieCommunications\",\"https:\/\/x.com\/AnnWylie\",\"https:\/\/www.instagram.com\/wyliecomm\/\",\"https:\/\/www.linkedin.com\/company\/wylie-communications-inc-\",\"https:\/\/www.pinterest.com\/wyliecomminc\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e\",\"name\":\"Ann Wylie\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g\",\"caption\":\"Ann Wylie\"},\"description\":\"Ann Wylie runs a company called Wylie Communications Inc. She works with communicators who want to reach more readers and with organizations that want to get the word out.\",\"sameAs\":[\"https:\/\/www.facebook.com\/ann.wylie.33\",\"https:\/\/x.com\/AnnWylie\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to craft reader-centered writing","description":"Second person writing works for all audiences: Use you in marketing, employee comms \u2014 even PR","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/","og_locale":"en_US","og_type":"article","og_title":"How to craft reader-centered writing","og_description":"It\u2019s all about you: Focus all your communications on the reader and the reader\u2019s needs.","og_url":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/","og_site_name":"Wylie Communications, Inc.","article_publisher":"https:\/\/www.facebook.com\/WylieCommunications","article_author":"https:\/\/www.facebook.com\/ann.wylie.33","article_published_time":"2022-04-27T15:21:52+00:00","article_modified_time":"2024-01-16T13:25:09+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing-fb.png","type":"image\/png"}],"author":"Ann Wylie","twitter_card":"summary_large_image","twitter_title":"How to craft reader-centered writing","twitter_description":"It\u2019s all about you: Focus all your communications on the reader and the reader\u2019s needs.","twitter_image":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing-twitter.png","twitter_creator":"@AnnWylie","twitter_site":"@AnnWylie","twitter_misc":{"Written by":"Ann Wylie","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#article","isPartOf":{"@id":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/"},"author":{"name":"Ann Wylie","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e"},"headline":"How to craft reader-centered writing","datePublished":"2022-04-27T15:21:52+00:00","dateModified":"2024-01-16T13:25:09+00:00","mainEntityOfPage":{"@id":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/"},"wordCount":752,"commentCount":0,"publisher":{"@id":"https:\/\/www.wyliecomm.com\/#organization"},"image":{"@id":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png","keywords":["persuasion","you-writing"],"articleSection":["Think Like a Reader"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/","url":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/","name":"How to craft reader-centered writing","isPartOf":{"@id":"https:\/\/www.wyliecomm.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#primaryimage"},"image":{"@id":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png","datePublished":"2022-04-27T15:21:52+00:00","dateModified":"2024-01-16T13:25:09+00:00","description":"Second person writing works for all audiences: Use you in marketing, employee comms \u2014 even PR","breadcrumb":{"@id":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#primaryimage","url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png","contentUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png","width":450,"height":300,"caption":"It\u2019s all about you\u00a0Focus all your communications on the reader and the reader\u2019s needs. Image by chrisdorney"},{"@type":"BreadcrumbList","@id":"https:\/\/www.wyliecomm.com\/2022\/04\/reader-centered-writing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.wyliecomm.com\/"},{"@type":"ListItem","position":2,"name":"Writing and editing","item":"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/"},{"@type":"ListItem","position":3,"name":"Persuasive writing","item":"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/persuasive-writing-tipsheets\/"},{"@type":"ListItem","position":4,"name":"Think Like a Reader","item":"https:\/\/www.wyliecomm.com\/category\/writing-and-editing\/persuasive-writing-tipsheets\/think-like-a-reader\/"},{"@type":"ListItem","position":5,"name":"How to craft reader-centered writing"}]},{"@type":"WebSite","@id":"https:\/\/www.wyliecomm.com\/#website","url":"https:\/\/www.wyliecomm.com\/","name":"Wylie Communications, Inc.","description":"Writing workshops, communication consulting and writing services","publisher":{"@id":"https:\/\/www.wyliecomm.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.wyliecomm.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.wyliecomm.com\/#organization","name":"Wylie Communications Inc.","url":"https:\/\/www.wyliecomm.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png","contentUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png","width":300,"height":300,"caption":"Wylie Communications Inc."},"image":{"@id":"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/WylieCommunications","https:\/\/x.com\/AnnWylie","https:\/\/www.instagram.com\/wyliecomm\/","https:\/\/www.linkedin.com\/company\/wylie-communications-inc-","https:\/\/www.pinterest.com\/wyliecomminc\/"]},{"@type":"Person","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e","name":"Ann Wylie","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g","caption":"Ann Wylie"},"description":"Ann Wylie runs a company called Wylie Communications Inc. She works with communicators who want to reach more readers and with organizations that want to get the word out.","sameAs":["https:\/\/www.facebook.com\/ann.wylie.33","https:\/\/x.com\/AnnWylie"]}]}},"jetpack_featured_media_url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/reader-centered-writing.png","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p4rlSw-4tD","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/posts\/17213"}],"collection":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/comments?post=17213"}],"version-history":[{"count":0,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/posts\/17213\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/media\/29335"}],"wp:attachment":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/media?parent=17213"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/categories?post=17213"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/tags?post=17213"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}