Who the Heck Are You Writing For? Remember These 3 C’s to Empower Readers
How do we stand out in an age of entertainment abundance?
Libraries of streaming tv and video, countless digital platforms, endless social media scrolling—among all the ways modern consumers have to spend their time, reading is one of the most labor-intensive options. To capture and hold attention, writing needs to adapt.
This is not to say that modern audiences are unable to understand or that writers have to sacrifice sophistication in our writing. Rather, sophistication today comes by writing for the modern reader’s attention span. To do this, I focus on the goals I want my readers to achieve, which conveniently all start with C—consume, comprehend, and carry out the takeaway of my message—and I aim to make achieving them easier.
Here’s how:
1. Consume: From Shakespeare to Streamlined
In Shakespeare’s day, people flocked to hear his witty wordplay because, back then, writing was novel and rare. With few other forms of entertainment, people had the attention to dedicate to understanding complex prose and deep meaning. Even in the early 1900s, books and newspapers were one of the few ways people could engage with the world, which made reading exciting.
Now, easy-to-consume media comes at the click of a button, constantly competing for a potential reader’s attention. Reading requires concentration, and entertainment saturation has created a whirlwind of distractions. Asking readers to sort through obscure 17th century references to understand your message is one more reason for them to click elsewhere. Guide readers through your message effortlessly, on the other hand, and you better ensure they keep reading.
2. Comprehend: Big Words, Big Problem
"Amid the labyrinthine complexities of superfluous verbiage, heed tends to deteriorate precipitously."
Translation? Too many big words and readers can lose interest. When used thoughtfully and intentionally, vocabulary can elevate writing, but sentences packed with thesaurus-sourced language can cloud your message and potentially alienate readers. Every pause to figure out what you mean or question your word choice is a chance to abandon your content.
Of course, not all readers have the same expectations. Readers looking for relatable thought leadership insights might not enjoy the writing style of an academic paper, just as personal storytelling would be out of place in a medical journal. For busy professionals, overcomplicated language can feel like a chore, not a value-add. If the message is clear, precise, and adds meaning to their day, however, anyone will be more inclined to make time for it.
3. Carry Out: Takeaways Are the True Value
Once readers read your writing, show them the advantages of reading more with tangible takeaways. Give readers something of value—tips, lessons, or next steps to get started—so reading your writing feels more worthwhile to choose over other forms of entertainment.
Thought leadership, particularly, lends itself to actionable takeaways. Seasoned leaders can share lessons from their experiences and guide readers toward action based on what they learned. Bullet points are a great way to turn those lessons into an easy-to-consume format that considers the modern audience, making writing easier to:
Consume: Use shorter sentences and follow a predictable formula for a smooth flow of ideas: introduce, define, illustrate, and connect back to the main idea.
Comprehend: Prioritize clarity over cleverness. Avoid fluff and subjective language. Cut anything that might hinder reader understanding.
Carry out: Tell readers what you want them to do with your message. Offer immediate opportunities to reflect on your content and share it with others.
The hardest challenge for modern writing is keeping readers interested to the end. A good conclusion should continue to offer value. Consider, down to the last word, “Does this help my readers walk away more informed and capable of taking action?” Ensure readers will find your writing worth reading and more readers will carry your message into their lives.
Do you want to share your professional insights through thought leadership, but are unsure how? Contact us to discuss the ways KNG Services can help!
