Writing is a basic means of communication, and we have many reasons for choosing to express our thoughts or requests in writing, rather than verbally. We usually write to make our thoughts official, to communicate with someone we don’t know, or to communicate with a large number of people.

We write to express our point of view or to make a request. We can write to persuade the reader to take a particular action based on the information presented, or to consider a new perspective and change his opinion. In other words, writing is selling.

All writing is about the intended reader, that is, the audience. Whether it’s a book, song, movie, website, marketing brochure, grant proposal, or fundraising letter, the top priority a writer must keep in mind is that the reader comes first. . Writers will benefit from the following guidelines:

1. Aim: Why are you writing?

2. Audience: Who is the reader (audience)?

3. Result: How can you persuade the reader to be interested in your topic or request?

The first question is about you, the writer. What motivates you to write? Are you seeking funding for a project you’d like to advance and need to write a business or grant proposal? Could your goal be to write a sales or marketing letter to be sent to those you think are potential customers for your product or service? Are you producing website content or other promotional material that will communicate your experience to potential customers and persuade them to contact you?

You will be an effective writer only when you develop the self-awareness and confidence to recognize what you would like to accomplish with your writing, so that you choose vocabulary that reflects your intent.

The second question ensures that you tailor your message and vocabulary to resonate with your target reader or audience. The successful writer will consider the reader’s point of view and craft a message that is likely to be understood and accepted by him or her.

If it is a proposal that you will write, it should address the interests of the stakeholders, who will be in a position to speak favorably (or unfavorably) about your application. Grant applications and business proposals always include financial information, as well as operations and marketing information, for example, to satisfy those three important decision-making groups.

The final question addresses the perceived benefits that the reader or audience can expect to derive from what you have written. Here, the writer must strictly focus on the readers’ priorities and preferences, and consider the results attached to the writer’s expression of opinion, creative expression, or application value. How will the reader benefit if he buys your book, spends the time and money to attend a performance of your music, or approves your grant or proposal?

The writer is encouraged to use a communication style and vocabulary that is familiar and reassuring to the reader or audience as a way to build trust, foster acceptance and approval, and achieve mutual success.

Thank you for reading,

Kim