The Iron Horse Insight: As marketers, we rely on the written word to get our point across. Lindsey Quinn breaks down three things to consider before you start writing. 1) Audience. Think of one complex person and write to them, and only them. 2) Objective. Pick one thing you want that one person to think, feel, and, better yet, do after reading your content. Remember, readers, don’t care about your objectives; they care about their own objectives. Help your readers achieve their objectives and they’ll help you achieve yours later. 3) Takeaway. What do you want your readers to remember? Choose one takeaway, put yourself in your readers’ shoes, and deliver what they came for and what you promised. We’d also add a fourth item. 4. Presentation. Keep in mind where and how your reader is going to read and access the content as this directly impacts content size and format. Far too often marketing content is too broad; it tries to appeal to the masses and suggests that the solution can do everything and solve everything, and as a result, it falls short. Use these tips to focus in on your message and maximize the impact of your words.
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