One of the hardest things to keep in mind as a writer is that you’re not writing for just yourself. A lot of the time, you’re writing to help others. Whether readers want to learn something new, need to make an important decision, or are searching for a sense of belonging to combat isolation, the writing—if you want to build an audience, which I do—needs to address what they’re looking for in some way.
Sometimes the insight on how to do so can be summed up in a single sentence.
Last year, I was at a cocktail party held after business hours by a company I was working with. Also at the party were some of the writers whose work I had been editing for this company. One of them was talking about how when he started writing for this company, he didn’t really have a handle on what his style should be like until he had a key conversation with a friend.
“Look, when I’m reading something, I’m busy and I’m looking for advice. In the end, I just want to be told what to do,” the friend said.
I could hear the awe and relief in this writer’s voice when he repeated that line to me and the others listening to him: “I just want to be told what to do.”
What writing for others really means
It’s a good lesson to keep in mind: try to leave as little useless ambiguity as possible when you’re writing something. (I say “useless” ambiguity because under certain circumstances avoiding any shade of grey in your writing is a disservice. Letting your readers come to their own conclusions is a good thing.)
In other words: tell your readers what they want to know (and make it snappy).
Is that a hard thing to do? Certainly. If it were easy, I wouldn’t have so many long, rambling posts in my archives. (I’ll leave it to you to read through them if you’re so inclined.)
“I just want to be told what to do” has become one of my own mantras when it comes to writing blog posts for myself and my clients. So what about you? How have you tried to apply that lesson to the people you want to help, persuade, or convince?