As any good copywriter will tell you, nothing’s more essential than knowing your audience. Yes, accurate spelling and a half-decent grasp of grammar are important, but a mastery of the semicolon isn’t going to win you any more readers (it might even lose you some, if this blogger, with whom I tend to agree, is to be believed).
What matters is understanding what makes your reader tick – knowing what it is that gets her up in the morning or keeps her awake at night.
But if you’re a comms professional working in a large organisation, turning this knowledge into compelling copy can be a real struggle, because there’s so much pressure on you to write for the wrong reader. (more…)