Write For Your Reader, Not For Yourself

Sophisticated buyers of products and services can generally determine whether to read an article – whether or not it will provide them value – before they invest their time (and possibly money). So why do so many of those smart buyers become irrational sellers when they write? That's the question that Tucker Max asks, and answers, in The One Unbreakable Rule in Business Writing:

“[It’s] because they see their writing, on some level, as a piece of themselves. They think it will confirm and validate their ideas.”

And that’s the wrong thing to do, explains Max, before he describes the process for making your work about your reader. Read the post. Stop writing for yourself and start writing for your audience. And watch them stop ignoring your work and start paying attention.