Reader, goal and tone

Before writing a single word, professional writers answer three questions. These answers decide almost everything about the piece.

1. Who is the reader?

Be specific. Not "everyone", but "busy mothers in the UK looking for quick healthy dinners" or "small shop owners who want to start selling online". Think about:

• what they already know,
• what problem they have,
• what words they use when they search,
• what might stop them from trusting the business.

2. What is the goal?

Every piece has one main job. For example:

• a blog post: help the reader solve a problem and trust the brand;
• a product description: help the reader decide to buy;
• an email: get the reader to click one link;
• an "About us" page: make the reader feel the business is real and reliable.

Write the goal in one sentence before you start: "After reading, the reader should ___." If you cannot finish the sentence, ask the client.

3. What tone fits?

Tone is how the writing sounds. The same message can be:

• Friendly: "Let's get your shoes looking brand new."
• Professional: "Regular care extends the life of leather footwear."
• Playful: "Your shoes called. They want a spa day."

The right tone depends on the brand and the reader. A law firm and a toy shop should not sound the same. Read the client's existing website and social posts, and ask if they have a style guide (rules for tone, spelling and words to use or avoid).

US or UK English?

Clients often want one spelling standard: American ("color", "organize") or British ("colour", "organise"). Ask, then stay consistent. Mixing both looks careless.

A one-minute plan

Before every task, write four lines:

• Reader: ...
• Goal: After reading, the reader should ...
• Tone: ...
• Main message (one sentence): ...

This short plan prevents most rewrites, and clients notice when a writer thinks this way.

Practice task (10 min)

Imagine a client: a small online shop selling handmade candles. Write the one-minute plan: - Reader: - Goal: After reading, the reader should ... - Tone: - Main message (one sentence): Then write the same one-line offer in a friendly tone and in a professional tone.