Writing That Targets the Eyes of the Business Reader

Write So Readers Clearly Understand Your Message

If you’ve ever sat down and read a novel that caused you to re-read passages because you were unclear as to what the author was referring to in a scene or in reference to a conversation shared between of a book’s main characters, you perhaps have some familiarity with an author’s struggle to write through the eyes of the reader.  Writing through the eyes of the reader may present challenges for you as a book author or creative business leader because you already know what you want to say.  For example, as a creative business leader you’ve likely tested and used your products and/or services several times.  You might even have a few free product samples sitting on a shelf in your living room closet or placed across a work desk in your garage.   

For the person you write a client letter to, you’re starting with a blank screen.  This person doesn’t know what you already do.  She doesn’t know how easy-to-follow your new script writing computer software application is.  He doesn’t know that he can receive up to 10 percent in discounts on your latest product release simply by subscribing to your business newsletter before the close of the year.  Additionally, readers don’t know that your latest novel is the fourth in a series of books unless you tell them.   

Points to Consider When Writing Through the Eyes of the Reader

You can write to readers for a variety of reasons.  You can write to readers to describe products and services, provide information on events you’re hosting, tell readers about upcoming sales you’re running, etc.  As you write for readers consider: 

• Audience members you’re writing for (a group of scientists who are familiar with a theory you’re covering in a journal article may require different types of information than a group of college students seeking to learn about ways to buy college textbooks at significant discounts)
• Summarize the material you’re going to cover in your writing up front (in two to three sentences)
• Use bullets to allow for easier flow of reading
• Use acronyms and jargon familiar to your reading audience as this can create the perception that you have in-depth knowledge and/or experience in the subject you’re writing about
• Show and tell as you write (less telling if you’re creating a work of fiction)
• Insert light humor in your writing if humor comes naturally to you
• Highlight key benefits associated with events, products, services, etc. you cover in your writings
• Provide examples readers are familiar with to help create a clear picture of what you’re covering in your writings (if you provide real life examples in your writings, readers may “trust” what you share more)
• Re-read your work before you send it to readers 

At the bottom of your writings (e.g. memos, letters, articles) invite feedback and provide a way for readers to contact you.  For example, you could include your firm’s creative business name, email address and telephone number.  You could also include a way for readers to contact you through social media networks like Facebook, Twitter, Myspace or LinkedIn. 

If you’re looking for places to connect with large reading audiences, consider pitching your stories to media contacts listed with companies and publications like the Reporter Connection.  In the report (it’s distributed via email by Bradley Communications Corporation) you learn about radio talk shows and other media outlets (e.g. magazines) that are looking for creative business leaders to interview. 

Get into Spiral online at:  https://www.ebookit.com/books/0000000841/Spiral.html

Check out Long Walk Up online at:  https://www.ebookit.com/books/0000000531/Long-Walk-Up.html