Your reader doesn’t care about you. So focus your writing around them. Reader-centred writing is more interesting, and leads to more clicks, sales and engagement. Imagine you’re about to go on a training course. Here’s some blurb describing the provider’s ‘approach’: Does it get you excited about the course? It’s all about the training provider. Look what happens if we change “we” to “you”, and do a little tidying: By shifting the focus, we make it much more relevant and engaging. We’ve also made it more concise and highlighted the most interesting parts. Make your customers mor ..read more

Your reader doesn’t care about you. So focus your writing around them. Imagine you’re about to go on a training course. Here are two versions of the provider’s ‘approach’: Does it get you excited about the course? It’s all about the training provider. Look what happens if we change “we” to “you”, and do a little tidying: By shifting the focus, we make it much more relevant and engaging. We’ve also made it more concise and highlighted the most interesting parts. Make your customers more bovvered You can improve your marketing material such as your website using the same principle ..read more

Your reader doesn’t care about you. So focus your writing around them. Imagine you’re about to go on a training course. Here are two versions of the provider’s ‘approach’: Does it get you excited about the course? It’s all about the training provider. Look what happens if we change “we” to “you”, and do a little tidying: By shifting the focus, we make it so much more relevant and engaging. We’ve also made it more concise and highlighted the most interesting parts. Make your customers more bovvered You can improve your marketing material such as your website using the same princi ..read more