{"id":31779,"date":"2023-03-28T13:56:03","date_gmt":"2023-03-28T17:56:03","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=31779"},"modified":"2024-01-16T09:23:11","modified_gmt":"2024-01-16T13:23:11","slug":"how-to-craft-reader-focused-writing","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/03\/how-to-craft-reader-focused-writing\/","title":{"rendered":"How to craft reader-focused writing"},"content":{"rendered":"<h2>Write to and about <em>you<\/em><\/h2>\n<p>The product isn\u2019t the topic. The service isn\u2019t the topic. The organization definitely isn\u2019t the topic. The topic isn\u2019t even the topic.<\/p>\n<figure id=\"attachment_31780\" aria-describedby=\"caption-attachment-31780\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31780\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/03\/how-to-craft-reader-focused-writing\/how-to-craft-reader-focused-writing\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing.png\" data-orig-size=\"462,300\" 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=\"how-to-craft-reader-focused-writing\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;The ultimate selfie&lt;\/strong&gt; The reader is the reader\u2019s favorite topic. So give the reader what she wants. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/studio-shot-attractive-african-woman-afro-206178829&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Daxiao Productions&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing-300x195.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing.png\" alt=\"Reader focused writing\" title=\"Reader focused writing\" width=\"462\" height=\"300\" class=\"size-full wp-image-31780 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing.png 462w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing-300x195.png 300w\" data-sizes=\"(max-width: 462px) 100vw, 462px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 462px; --smush-placeholder-aspect-ratio: 462\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31780\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/03\/how-to-craft-reader-focused-writing\/how-to-craft-reader-focused-writing\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing.png\" data-orig-size=\"462,300\" 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=\"how-to-craft-reader-focused-writing\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;The ultimate selfie&lt;\/strong&gt; The reader is the reader\u2019s favorite topic. So give the reader what she wants. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/studio-shot-attractive-african-woman-afro-206178829&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Daxiao Productions&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing-300x195.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing.png\" alt=\"Reader focused writing\" title=\"Reader focused writing\" width=\"462\" height=\"300\" class=\"size-full wp-image-31780\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing.png 462w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/how-to-craft-reader-focused-writing-300x195.png 300w\" sizes=\"(max-width: 462px) 100vw, 462px\" \/><\/noscript><figcaption id=\"caption-attachment-31780\" class=\"wp-caption-text\"><strong>The ultimate selfie<\/strong> The reader is the reader\u2019s favorite topic. So give the reader what she wants. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/studio-shot-attractive-african-woman-afro-206178829\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Image by Daxiao Productions<\/em><\/a><\/figcaption><\/figure>\n<p>The reader is the topic.<\/p>\n<p>Readers just aren\u2019t that into you. So if you want people to read your document, craft reader-centered writing.<\/p>\n<p>Here\u2019s how it works:<\/p>\n<p>Before:<\/p>\n<h5 class=\"standalone\">XYZ Company launches new community grant program for nonprofits to get money.<\/h5>\n<p>Look at your sentence structure. Who\u2019s the subject? If it\u2019s your organization, flip around the focus on who\u2019s benefiting from your program. Bonus points if those people are kids.<\/p>\n<h5 class=\"standalone\">More kids get access to STEM activities via XYZ Company\u2019s new community grant program.\u00a0<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">ABC, an XYZ company and global distributor of electronic components, products and solutions, is now shipping the new-to-market smart widgets from LMNOP.\u00a0<\/h5>\n<p>Don\u2019t We-We on your readers. That\u2019s 13 words defining the organization. And where\u2019s the reader? Nowhere in this sentence.<\/p>\n<h5 class=\"standalone\">Engineers can now develop X, Y and Z using smart widgets from LMNOP.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">XYZ senior leaders continue the proud tradition of celebrating Juneteenth by hosting booths on June 16.<\/h5>\n<p>The bad news is, we\u2019re focused on senior leaders here instead of the employees we\u2019re writing to. To communicate effectively, make the reader feel part of the story:<\/p>\n<h5 class=\"standalone\">Eat popcorn and chat with senior leaders at our Juneteenth booths on June 16.\u00a0<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">Our 2021 annual report shows that despite COVID-19 surges and other challenges related to the pandemic, we continued to deliver on our mission of providing high-quality, affordable care.<\/h5>\n<p>Of course you want to communicate information about your successes in your business writing. Focus on the reader instead of on the organization and its report. That way, more people will find out about your successes:<\/p>\n<h5 class=\"standalone\">Members received vaccines and care quickly and affordably during the largest COVID-19 surge to date, according to our 2021 annual report.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">We can transform the success of your business.<\/h5>\n<p>Sometimes it\u2019s just a matter of word choice. Instead of We, lead with You. Show the readers what they can do with your help:<\/p>\n<h5 class=\"standalone\">You can increase customer satisfaction by 25% with the right guidance from our experts.\u00a0<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">We support students with innovative technology &amp; career opportunities.<\/h5>\n<p>Again with that pesky \u201cWe.\u201d Who\u2019s benefiting? Put them at the front of the sentence:<\/p>\n<h5 class=\"standalone\">Students: Find your next job \u2014 and the tools you need to do it.\u00a0\u00a0<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">Our new messaging is all about maximizing a customer\u2019s existing tech investments and optimizing interoperability.\u00a0<\/h5>\n<p>That\u2019s a lot of big words. What will I be able to do differently with your tool?<\/p>\n<h5 class=\"standalone\">Do you often struggle with unused technology in your org? Is this using up your tech dollars? Here\u2019s how to get the most of your existing tech and stay under budget.\u00a0<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">The new Sensor Center drives global team alignment, higher team efficiencies, and accountability via standard reporting.<\/h5>\n<p>Again: syllables. What can I do differently?<\/p>\n<h5 class=\"standalone\">Create a culture of high performance across globally dispersed teams with the new Sensor Center.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">Attend this event to learn more about the potential of modern data exchange.<\/h5>\n<p>I don\u2019t have time to attend an event, and I don\u2019t want to learn more. Why should I attend? What will I be able to do differently if I do?<\/p>\n<h5 class=\"standalone\">Slash setup times and communicate more clearly by migrating away from XYZ systems. Learn to get started at this event.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">Health Care Scoring helps clinicians build a holistic profile of the patient.<\/h5>\n<p>Start with the reader, not with the tool:<\/p>\n<h5 class=\"standalone\">Clinicians: Get a full picture of your\u00a0 patient\u2019s holistic health with Health Care Scoring.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">We have created a roadmap on how to maximize impact of our C-suite connections in Europe.<\/h5>\n<p>Lead with <em>you<\/em>, not with <em>we<\/em>. And break down <em>maximize impact. <\/em>What does that mean?<\/p>\n<h5 class=\"standalone\">Connect your execs to the right customers in Europe with our roadmap.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">Mental Health Advocacy Group would benefit all employees.\u00a0<\/h5>\n<p>How, exactly?\u00a0<\/p>\n<h5 class=\"standalone\">Help employees become more productive and enjoy their work more through the Mental Health Advocacy Group.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">We value you and appreciate you.<\/h5>\n<p>Prove it!<\/p>\n<h5 class=\"standalone\">Get free lunch next month at our summer festival.<\/h5>\n<p>Before:<\/p>\n<h5 class=\"standalone\">XYZ is not your average tech event.<\/h5>\n<p>Because \u2026?<\/p>\n<h5 class=\"standalone\">Learn how to master the latest technology and grow your career \u2014 plus, meet with tech royalty \u2014 at XYZ.\u00a0<\/h5>\n<p>Want readers to read your message? Focus on the reader.<\/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>Write to and about you<\/p>\n","protected":false},"author":6,"featured_media":31780,"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":[526],"tags":[],"class_list":{"0":"post-31779","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-you-writing-tips","8":"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-focused writing<\/title>\n<meta name=\"description\" content=\"The ultimate selfie: The reader is the reader\u2019s favorite topic. 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