‘You’ writing puts the reader first

Write to and about your audience

You’ writing puts the reader first

The topic is never the topic. The reader is always the topic. Image by Marion Michele

Lead with ‘you’

It’s all about you

It’s all about you

Write about the reader, not about us and our stuff

Put the reader in the story: Readers want to read about themselves, not about your organization and its stuff.


Think like the audience

Think like the audience

How do top organizations communicate?

Top of the world: High-performing organizations focus their messages on their audience’s point of view. Most average organizations do not.


Put the reader first

Put the reader first

Silver Anvil winners start headline with target audience

Lead with the reader: Take a tip from these PR winners: Call out to the reader in the headline.

 

Avoid ‘we’ writing

Stop We-We-ing on your reader

Stop We-We-ing on your reader

Talking about ourselves — better than sex?

You above all: Write to and about your readers, not about you and your stuff.


Avoid Institutional Narcissism

Avoid Institutional Narcissism

You probably think this piece is about you

Avoid institutional narcissism: Don’t go We, we, we all the way home — without the contract.


One more phrase to avoid

One more phrase to avoid

Enough already with the ‘At XX, we …’ construction

It’s not about you: Can we agree to drop the ‘At xx, we …’ construction?

 

Write to and about you

‘You’ for all audiences

‘You’ for all audiences

Use 2nd person in marketing — even PR

It’s all about me: Focus all your communications on the reader and the reader’s needs.


Use the magic word

Use the magic word

‘You’ gets the story started in media relations pieces

Every little thing you do is magic: Try this trick: Want reader attention? Write about the reader.


Try imperative voice

Try imperative voice

Write to and about the reader

Save time, avoid effort: Envoy, the grocery delivery company, promised to save me 80 hours of grocery shopping a year.

 

 

More on ‘you’ writing

 Quotes on ‘you’ writing

Quotes on ‘you’ writing

What writers and others say

“When are you going to realize that if it doesn’t apply to me, it doesn’t matter?”— Candice Bergen on “Murphy Brown.”

 


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