For most writers, the act of writing is one that soaks through all of the different aspects of our lives. Every time you sit down to put pen to paper – or, more likely, to tap on your keyboard for a while – it’s important to remember what it is that you’re setting out to convey.

Depending on what and to whom you are writing, chances are, your tone is going to shift. While some qualities of your writing will shine through regardless of context, your style is going to shift drastically depending on what you’re working on. Not only is this to be expected, but it’s essential!

After all, words are an incredibly diverse medium. Writing in short, rhymed sentences may be perfect for your niece’s birthday card, but it isn’t the ideal approach when you’re outlining a business proposal. When you focus on what you want to convey and whom you want to get it across to, you’ll be halfway there.

writing - feather

Take Time to Choose the Right Structure

Once you know what you want to write and who will be reading it, start by choosing the proper format for your piece. Whether it’s an email, a blog, or a press release, you have some freedom as a writer to determine the structure in which you present information. Consider these options:

  • Bullet points. Right now, these bullets are making it easy for you to see that I’m listing different options!
  • Charts
  • Photos
  • Headings

Of course, not every piece calls for unique formatting. The important thing is to do whatever feels most natural and makes it easier for your reader to pick up the information that you’re putting down. Don’t force things where they don’t fit.

Use Your Judgment When Getting Personal

Contrary to what some may tell you, there’s no need to strip your personality out of your professional writing. The important thing, rather, is to know whom you’re writing for and how you want to convey yourself.

This can prove easier said than done, though, particularly if you’re writing for an audience you don’t know personally. When it comes to the wide, anonymous crowd of potential online readers, it’s best to think of things in relative terms.

One way to do this is to keep your target audience in mind. If you’re looking to attract readers in California, you may want to steer clear of describing the winter season as “the cold months,” whereas a writer in Michigan might be hitting the nail on the head by using the same phrase.

Give Your Piece Character – or Characters

When you’re composing a piece for your brand, you’re taking on the role of the narrator. Your tone is your own choice, but it should reflect your intended recipient. Think of yourself as a story teller, even when you’re aiming to keep things professional.

To hone in on this, create a character in your mind who will be reading your piece. Invent them around your target audience. Where do they live? How old are they? What are their interests? Do they have time to read a lengthy piece, or are they after a quick snippet during their coffee break?

Once you’ve crafted your character, go ahead and give them a name! Get familiar with them, just like you want them to be familiar with your brand. Feeling acquainted with your audience will help you to create more genuine content more effortlessly!

Additionally, try to remain aware of what your audience’s level of knowledge is. A blog about oil changes that you’re writing to inform the average driver is going to read a lot differently than a piece on the same topic that you’re writing for the Magnificent Order of Expert Oil Changers’ monthly blog.

If you focus on what’s going to be best for your audience each time you sit down to write, you can hit “publish” feeling confident that you’ve created quality content that’s sure to do wonders for your brand.

About the Author

Brett Praskach is a content writer at PCG with a background in SEO and music journalism. When he isn't glued to his keyboard, he spends his time playing music, woodworking, and exploring the abundant New Jersey woodlands.