What’s the most important part of writing? Right. The reader.
To answer those questions, you need to know as much about them as you can:
- demographics – age, sex, education, income, where they live
- occupation: what do they spend their working lives doing?
- needs: at work, at home
- desires: some are common: food, shelter, sex, belonging
o more, however, are specific to each reader’s job, life, demographics - predispositions and attitudes
– perceptions – how will they react to particular words?
Sometimes, it’s predictable: some people respond in a particular way to words like “tea party,” “capitalism,” “democracy.” We probably can all make reasonable assumptions about how the different sides of the Occupy Wall Street protests will react to those words.
What that means is that your knowledge of the audience should help determine the words you choose. You can use common social media slang for a teen audience, but it won’t make any sense to seniors. That’s obvious. You’ll have to work much harder than that, however, when it comes to your own specific communications.
When you’ve drawn a detailed picture of your readers or potential readers, connect it to your purpose (Goal, the G in GRIP): why should your readers do what you want them to do? To answer this, you need to have clarified your own goal. See the previous post.
For instance, if you want your audience to buy your product or service, what benefit will they get from it? Is that benefit enough to motivate them to get over the inertia required to make the change from what they’re doing (or not doing) right now?
For examples: your boss
What is he/she motivated by? Interested in? Biggest challenge right now? What has he/she responded to before?
If you want to get his/her approval on a new initiative, such as buying a new copier-printer for the office, first answer “Why should he/she?” How will that action make his/her life/job easier? What about the proposed purchase is similar to decisions he/she has made in the past?
Be concrete. “The new ABC model 123 copier/printer operates 12 percent more efficiently and uses less toner and paper. This means the office can save $1,200 per year.”
Maybe the boss doesn’t care about saving a small part of his/her budget, but just wants copies NOW. “The new ABC model 123 copier/printer has proven to operate 10 percent faster than our current model, and jams 15 percent less frequently. This translates to three fewer paper jams per week at our current volume.”
What motivates your audience?
Fiction
What do fiction readers want? The biggest publishers wish they knew.
Do they want more of the same? Sometimes; multiple sequels and copycats of Harry Potter show that. How many book series about sexy vampires clog the bookshelves these days?
But the breakaway best-sellers, the trend-setters, are books and stories that touch their readers’ emotions deeply. There’s no secret that Stephanie Meyer’s work resonates with young women. Something about her characters and their struggles reaches those readers. I don’t have space, time, or inclination to go into that, here. The point is that these writers have, intuitively or otherwise, given their readers something they want. That something is motivating enough to get millions of people to go to a bookstore (physical or electronic) and pay 15 bucks or so for a copy.
Your challenge
- Whom are you writing this for? Specifically: your boss? Your sister? Describe what motivates that person. What does he or she like, dislike, need, avoid
- What do you want that reader to do? Make this concrete. What specific action do you want your reader to do after he or she finishes reading your document?