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The toughest challenge for a business writer is to identify with his readers. If he spends too much time telling them things they already know, they become bored and insulted. But if he assumes more knowledge than readers have, they'll be confused and frustrated.
Readers want to be treated with respect, but they don't want to be spoon-fed. They want clear, crisp prose that moves quickly yet doesn't make them gasp for breath. If they occasionally reach for a dictionary or go online to get some more background, that's no problem. But if they need to go Googling every four sentences, the writer hasn't done his job.
I try to follow this advice in all my business writing, which can be broadly divided into three groups: general business, investments, and financial. My target audiences have ranged from fund managers to first-time investors, from experienced executives to college students. Regardless of their background, all are entitled to writing that is considerate yet not condescending. |
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