Perhaps the most valuable lesson I learned was that a good campaign does two things: 1) it delivers what the marketer wants the audience to know, and 2) it delivers the information the audience wants to know. I spent about a year working in marketing. A faithful writer makes the reader glad he stayed. A faithful writer keeps at the forefront of her mind that she is writing for someone, that her work is only truly completed in the reader himself. To be a faithful writer is to form a clear mental picture of that reader and speak to him as a real person. Her writing becomes too self-centered, too myopic, or conversely, much too general. This sort of reader experience is often the result of unidirectional writing in which the writer simply doesn’t see the reader on the other end of her work. If my reader comes away with too many of these questions, it means I have not really done my job I have not been faithful. Is she writing this for someone in my position, or a different set of people altogether?.What greater context surrounds this work?.What prompted the author to write this article?.The unsuspecting reader may stumble upon this work and be left with more questions than answers: In these situations, it is very easy to write only for ourselves or only for our employers-in other words, for everyone but the real reader. Perhaps we are stirred to respond to something we read online or in print. Sometimes we are moved by something that has happened to us in our personal lives. In order to earn my reader’s trust, in order to convince him to “stay awhile,” I must be faithful. People do still tend to view online media with more skepticism than print media, and often this skepticism is warranted. This is due to several factors, not the least of which is that unless the reader knows my work, he doesn’t necessarily know if he can trust me, and he is wary of investing in a relationship that might not work out for him.
Like the queen, online readers tend to have little patience. Polonius admonishes her saying, “Good madam, stay awhile. Impatient, the queen interrupts, wanting to know if the letter was authored by her son, Hamlet.
One of my favorite scenes from Shakespeare comes from Hamlet, wherein Polonius reads to the queen a love letter addressed to his daughter. 3 days of design, code, and content for web & UX designers & devs.
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