Why you should write for your reader, not yourself

Great writing isn’t about showcasing what you want to say. It’s about delivering what your reader needs to hear. If you don’t understand who you’re writing for, your words risk being ignored or misunderstood.

To make your words work, try and step out of your own shoes and into the reader's. Instead of focusing on what you want to communicate, focus on what they need to hear, and how best to deliver that message.

Your reader should shape every decision you make, from tone and word choice to structure and flow. The better you understand them, the more your writing will resonate. By shifting your perspective, you can write in a way that speaks directly to your audience and drives action.

Before writing, ask yourself

What does the reader need? Understanding this lets you position your content as a valuable solution.

What’s in it for the reader? Whether it’s new knowledge, practical advice, or entertainment make sure the benefit is clear to keep them hooked.

What emotions or reactions do I want to trigger? Whether you're informing, persuading, or inspiring the tone should encourage the desired response.

What action do I want them to take? Are you aiming for clicks, sign-ups, or shares?

How much time do they have? Are they looking for quick information or an in-depth read?

What do they already know about the subject? This helps you decide how much detail to include, ensuring you don’t overwhelm or under-inform.

What is their tolerance for specialist vocabulary, explanations, and detail? Make sure your writing is suitable for their expertise and interest.

Knowing the answers helps shape your writing.

How to learn about your reader

To write effectively, you need to get into your reader’s head and understand their world. Here are a few ways to do that:

Ask them. Surveys, polls, and direct conversations can give valuable insights into their interests and challenges.

Use data. Tools like Google Analytics and social media insights reveal demographics and behaviour patterns.

Watch your competitors. What type of content gets engagement in your industry? Learn from what works.

Create reader personas. This is super-helpful. Define your ideal reader’s demographics, interests, and pain points to shape your tone and content.

Once you understand your reader, here are a few tips on writing for them

Use simple language. Avoid jargon and keep your writing clear. Tailor it to your reader’s level of understanding. If they have to stop and Google a word, you’ve lost them.

Make it easy to read. Use short paragraphs, headings, and bullet points to improve readability.

Vary your sentence length. Aim for an average of 10 to 20 words but mix it up to create a natural flow and keep the reader engaged.

Write like you're having a conversation. Readers don’t want to wade through a lecture. Keep it natural, as if you're speaking directly to them.

Give them something worth their time. Whether you solve a problem, entertain, or inform make it valuable.

Encourage action. Tell them what to do next. Whether it’s clicking a link, signing up, or leaving a comment, make it clear why they should act.

Be unique. Generic content gets ignored. A fresh perspective, a personal touch, or an unexpected angle can help you stand out in a crowded market.

Writing for your reader isn’t just about getting words on paper, it’s about creating content that connects with them, solves their problems, and prompts action. If you can make that shift in perspective, your writing will always have impact and deliver results.

Need help with your content or crafting messages? Whether it's polishing existing copy or writing something new, do get in touch. I’d love to help!