Who are we writing for?

When I sit down in front of the computer, I imagine that I am telling a story to my mother.

When corporate or agency communicators write, who are they talking to?

It seems to me that everything we say and do ought to be geared toward the outside. Toward the public. Toward the generic "mom" who always could see the truth in plain terms.

If the intended audience wouldn't want to read past the first sentence, throw the whole thing out and start again.

It can be tough to negotiate with internal audiences, but an excellent end result is worth it.

Good luck!


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.