Chapter One
Why are you writing?
Who are your readers?
Throughout this book I use the terms readers, target readership, customers and audience interchangeably. A ‘customer’ can be a person who buys goods or services from a business, or can be a person you deal with in the course of your daily work. The term applies just as much to internal colleagues, suppliers, those in the public sector etc as it does to those who are external consumers.
Your audience can be anyone and everyone
Where you know your target audience’s profile, you have an immediate advantage. The digital age is all about customizing products and services to suit the individual customer. It works for communication too. By what means does your target readership like to receive ...
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