| Common Audiences
Most readers will easily fit into one or more of the
following groups.
Consumers (General Readers, Novices)
Characteristics of Consumers
- Little or no knowledge of subject
- No requirement to read message.
- General information rather than technical information preferred.
Guidelines for Writing to Consumers
- Use simple language with minimal technical vocabulary
- Keep
graphs/visual aids simple
- Maintain an informal tone
- Use common words
- Provide definitions
- Use simple sentences
- Use organizers
- Expain technical information
Technicians (Operators)
Characteristics of Technicians
- Know their fields, but have limited knowledge of related fields
- Are interested
in "how to" type information
Guidelines for Writing to Technicians
- Simple language, but use technical terms where appropriate
- Tone should be encouraging, helpful, not intimidating
- Direct, imperative sentences (e.g. "Connect the
machines.")
- Many informative headings for easy
reference
Experts (Degreed Individuals)
Characteristics of Experts
- Prefer specific information
- Have technical expertise in a particular
field
- Know their fields but specializations tend to be narrow
Guidelines for Writing to Experts
- Use plain language when no good reason to use technical
vocabulary
- Use a more formal format when appropriate
- Provide
relevant, topic-specific information
Decision Makers (Executives/Managers)
Characteristics of Decision Makers
- Are typically executives and managers
- Have progressed through
the ranks
- May or may not have technical background
- Prefer information
to allow decision making
- Make decisions based on cost/benefit
analyses
Guidelines for Writing to Decision Makers
- Assume they know their own fields well
- Use simple language when no reason to use technical
vocabulary
- Strive for brevity and conciseness
- Organize for bottom
line up front
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Audience Analysis
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