A strategic approach to writing
I approach each project with a simple strategy: I ask questions. A lot of them.
I will ask:
Am I nosy? Probably. But getting answers is a critical part of the writing process and helps ensure a successful finished product. When I know more about your audience and what you want to achieve, I can make the right choices about style and language, as well as order and emphasis.
- WHO IS YOUR TARGET AUDIENCE? Who are these people and why do you want them to understand and/or embrace your message?
- WHAT IS YOUR GOAL? What do you want the audience to do/think/know after it has watched your video, listened to your speech, read your brochure, or browsed your website?
- WHAT IS THE PAYOFF FOR THE AUDIENCE? I need to know what the audience gains by absorbing the message I’ve written for you. I refer to this as the “what’s-in-it-for-me” factor.
