Who are you really writing for — your audience … or someone else?
If you ask someone who their audience is for their flyers, brochures, and slide decks, they might look at you exasperated and say, “My audience is … well, my audience!” Sometimes that circular reasoning can show us that there can be a pretty big disconnect between who we WANT to write to and who we ACTUALLY write to.
Let’s say we are super excited about our newest program. We create a properly branded flyer with the right colors, organization fonts, and beautiful photos. However, the information we share is written in legalese, using a tiny font with no white space, and doesn’t include any information a non-expert might need for it to make any sense. Suddenly, the flyer about the community resource fair sounds like a philosophy dissertation (no offense to philosophy dissertations!)
Creating clear communication materials centers the needs of our most important stakeholders: the