Write Better By Defining Who You're Writing To Today  by Ruud
Hein June 1st, 2012    Who you talk to defines what information
you assume known; it changes how you talk about what.  There's a
difference in what you talk about and how you talk about it when
talking to someone from your industry and someone from outside
of it. You also address a potential client different from a
family member asking "so, what do you do?". I'm sure you can
think of a lot of other differentiators.  Before you start
writing you need to tell yourself who you're writing to.  Simple
Groups  Your business experience and daily life is rich in
example groups and customer profiles. Use those.  As a plumber
you don't just write for "people with plumbing problems". You
encounter:    • young couples, first-time home owners   • older
couples; long time home owners   • contractors looking for
material   • misguided, just-starting Do It Yourselfers who
don't know their P trap from an S trap   • people angry with the
shitty plumbing in their new