| In my previous article I wrote about learning who | | | | understand and minimises confusion. |
| will read what you write. This was not about | | | | 2. Have a hearing or visual impairment |
| demographic information so much as asking | | | | Try to adapt your communication to suit their |
| yourself a list of questions: Why will they read | | | | needs. For example, the best websites use writing |
| this? How much time will they spend on it? Why | | | | techniques that complement online reading |
| might it be important to them? | | | | programs. If there is audio on your site, ensure |
| But now that I've spent all that time reinforcing | | | | the information is also available visually (this is |
| the importance of the audience, I want to remind | | | | important for everyone as not all computers have |
| you to remember the needs of the individual as | | | | speakers!) |
| you are writing. | | | | 3. Have little or no knowledge of your industry |
| Most importantly, you need to be sure that you | | | | Avoid or explain industry jargon as you write, and |
| don't alienate any one individual in your audience. | | | | spell out all acronyms and contractions the first |
| The process of grouping potential readers into | | | | time you mention them in a document. Eg for the |
| 'audience' categories, though necessary, does | | | | State I live in, you would write New South Wales |
| leave you open to excluding certain others if you | | | | (NSW) the first time, and NSW could suffice |
| are not careful. Knowing your audience also | | | | thereafter. |
| means knowing the needs of the individual. | | | | 4. Need to be convinced that your message is |
| Ask yourself more detailed questions to identify | | | | worth reading |
| any special needs that members of your audience | | | | Ensure that the most important information is |
| may have, and adapt your style accordingly. | | | | available in the first paragraph - preferably in the |
| In particular, you should make sure you never | | | | first two sentences. This will encourage the |
| ignore anyone in your intended audience who | | | | person to read on. But even if they don't, it is |
| might: | | | | more likely that they at least read the parts you |
| 1. Have a language other than English as their first | | | | consider to be vital. |
| language | | | | ............................. |
| Ensure you keep your writings to the principles of | | | | Next up I'll write about 'The art of persuasion'; |
| plain English. (I'll write about this shortly but | | | | using what you know about your audience to |
| basically, keep it simple, keep it direct, keep | | | | convince your readers to part with their money, |
| sentences short, don't use big words or formal | | | | change their minds or approve your ideas. |
| language). This will ensure your work is easy to | | | | |