In my bajillion years of writing papers for school assignments, there was one mantra which dripped endlessly from the pointers of fastidious English and Humanities profs: “Know your audience. Then, write specifically to that audience.”
This mantra is carried through writing for the web, where we persona-writing, primary-user calculating, plucky writers prostrate ourselves upon the altar of due diligence. In every respectable copywriting guide I’ve read, there are entire chapters dedicated to clearly defining an audience.
The reason for this is obvious: We can’t just go rattling of taglines, press releases, and web copy in some willy nilly, self-centered fashion. To sell stuff, we have to know who we’re trying to sell TO.
Still, if you’ve ever tried to write for anyone who’s not your diary, you’ve probably noticed how difficult imagining (much less writing for) this ghostlike audience can be. You may also have had to contend with stakeholders, differences in tastes and aesthetics, and various business/strategy goals.
The problem? It’s easy to lose your voice trying to recognize everyone else’s. And when you lose your voice, your writing suffers—a lot. So how do good writers keep it together?
Master the Craft. Find Your Voice.
William Zinsser’s great book, On Writing Well, does a great job of explaining this issue. In his chapter on “audience”, he writes:
Soon after you confront the matter of preserving your identity, another question will occur to you: “Who am I writing for?”…It’s a fundamental question and it has a fundamental answer: You are writing for yourself. Don’t try to visualize the mass audience—every reader is a different person…Don’t worry whether the reader will “get it” if you indulge in a sudden impulse of humor. If it amuses you in the act of writing, put it in.
In terms of craft, there’s no excuse in losing readers through sloppy workmanship. But whether the reader likes what you’re saying or how you’re saying it—don’t give him a moment’s worry. Be yourself when you write.
In other words, the is trick is master the craft of writing (syntax, grammar, flow, style) while cultivating the attitude of someone committed to expressing her own, authentic voice.
Or, to put it another way: Sure, you have to know your audience—knowing how to write well will help you target that core group. But if you want your audience to be captivated, conjure a voice that is deeply personal.
Because the convincing tone of an expert craftsman who writes for himself is what keeps readers coming back for more.
Hello Tiffany,
I am not a writer, but I would like to share my personal opinion on this theme. Writing “for myself”, doesn’t necessarily mean my message will get across to other people. If I have a strange sense of humour, I risk to be left misunderstood, no matter if I write/speak. In this sense, every message should be written/spoken with а thought of reach, especially if we are writing to an audience from another generation. In this case I think the “writing for myself” principle would be rather inappropriate. Otherwise this is a great article.
Greetings from Bulgaria :)
Hi Tiffani, I think you’re right on the money. I agree that if pne’s writing does not come from the heart, the story will fall flat. If the author does not write from a sense of feeling, or if he/she lacks personal experience and emotional depth, the reader will NOT connect to the story. On the other hand, if folks want to push out a cookie-cutter/formatted stories with predictable, soul-less plots, then by all means: write for the audience.