The main reason we write is to convey a message. And we want that message to achieve something – to inform, persuade, entertain, etc.
So there is a purpose behind everything we write. Or there should be.
But sometimes our message gets clouded by other things, and then the connection with our reader is broken.
In this post, I will share with you some things you should avoid in your writing, because they will break the connection between you and your reader. I’ll share three of those things now, and will return to this topic in future blog posts.
So then – three things you must never do when you write.
1. Strike the wrong note
Your text should be written in a way that appeals to your target reader.
For example, do not use technical jargon in your communication to your reader if he is not from the technical world in which you operate. You will have to write your text in such a way that he can identify with it, and follow what you are saying to him.
Also, your tone should match that of your readership. For example, you would not write to a local church group in the same tone as you might to a group of rowdy rugby players.
2. Intrude
Let your language flow. This means, for example, that you should not throw in a word that does not fit into the sentence; something that will break your reader’s easy passage through the text.
Also, avoid using unfamiliar words, as this will break the flow of your text. This could break the reader’s concentration. And such a break could be costly. Imagine if this happened with a sales brochure where you were (before the intrusion) making a very compelling case for the reader to buy your product. If you break his concentration at a crucial point, it may even cost you the sale. By the time he resumes reading the text, he may have lost all the motivation which you had carefully built up beforehand.
3. Not answer ‘why’
People want to know why they are reading whatever has been put in front of them. So, every sentence, very paragraph, must answer this silent question from the reader: ‘why am I reading this?’
Don’t take the reader on a long journey through all sorts of facts and details, and then finally make your point in the last paragraph. If the reader must have certain facts and details in order to understand something, tell him that at the outset. Tell him why you are about to plunge him into a deep sea of detail, so that he can make a judgement by himself whether to follow you into that sea, or to wait patiently for you at the end of the paragraph. Whenever the reader asks himself the silent question: ‘why am I reading this?’, make sure that he has the answer for himself.
Here is a practical example. If you want to tell your reader about your products and services, don’t just dive straight into the technical features of the product. Your reader will be wondering what all of that has to do with him. If you need to describe these features, tell the reader first that your product or service will solve his particular problem. So, show him what his life would look like when he uses your product or service. So first tell him what your product will do for him
After doing that, you are then free to explain to him how your product or service will make that happen. This is the stage at which you can explain the technical features of your product or service. At this stage, your reader will know why you are giving the technical details. He can answer the why question for himself.
Conclusion
Every piece of writing should have a purpose. We write to sell, to persuade, to inform, to entertain, and for various other reasons. For your text to achieve its purpose, it must maintain the connection with the reader throughout. Be sure not to break this connection.
In the post above, I’ve given you three things that could break the connection between you and your reader. I will share some more in upcoming posts.
For now, though, one question: what sort of things distract you while reading? Let us know in the comments.