| Many people will read what you write. We call | | | | document. You may have a specific goal to |
| these people your audience. When you write, your | | | | accomplish with your document. However, only |
| document or manuscript is the tool you use to | | | | through aligning your document with your |
| communicate with them, so understanding them | | | | readers’ needs will you accomplish that goal. |
| helps you communicate in an appropriate manner. | | | | Now that you have created a profile of your |
| However, unlike some other forms of | | | | primary audience, let’s consider your |
| communication, you actually have two audiences, | | | | secondary audience. Your secondary audience is |
| which we call “primary” and | | | | the person or group of people who receive the |
| “secondary” audiences. We’ll look at | | | | document from the primary audience. In many |
| each in turn. | | | | cases, though, the document itself is not |
| Your primary audience is the person or group of | | | | transferred to the secondary audience—only |
| people who will directly receive, or buy, what you | | | | the information from or about the document is |
| write. For example, if you write a book, your | | | | passed on. |
| primary audience is the person who buys the | | | | For example, if you write a financial analysis of a |
| book. If you are writing a financial report, the | | | | new program, your primary audience may be |
| primary audience is the person to whom you | | | | your supervisor or contracting agent. If that |
| deliver the report. If you are writing text for your | | | | person takes specific information from the report |
| website, the primary audience is the website | | | | and uses it to create his or her own report, or if |
| visitor you are most trying to attract. | | | | that person passes on the document to another |
| When you write, you are trying to communicate | | | | person, then the document or information moves |
| information, ideas, impressions, emotions, etc. | | | | from the primary to the secondary audience. |
| Whether you are writing fiction, nonfiction, | | | | For another example, if you write a fiction book, |
| technical documents, or poetry, you have to | | | | the person who buys the book is the primary |
| determine what to include in your document and | | | | audience. However, if that person passes the |
| how to deliver that information. | | | | book on to another person, if the original buyer |
| Once you have figured out who your primary | | | | talks about the book to someone else, or if the |
| audience is, think about what that person wants | | | | book is read with a child or another person, then |
| or needs. This is one of the most important | | | | the child or other person is the secondary |
| issues to consider when you are writing and | | | | audience. |
| editing. Think critically about that audience and ask | | | | Why is this important? Nearly every document or |
| a number of important questions, includinga. Why | | | | manuscript will have a secondary audience. The |
| will this person read my document? b. What | | | | needs of that person may be different than the |
| problem will this document solve? c. What does | | | | needs of the primary audience. Create a profile of |
| this person want from my document? d. When | | | | this person, as well, using the same questions |
| and where will this person read? e. What | | | | listed above. To ensure the effectiveness of your |
| knowledge does this person already have about | | | | writing (or the widest distribution of the content), |
| the topic? f. What will this person do with the | | | | identify the secondary audience and consider that |
| information in my document? | | | | person’s needs. |
| Answers to these questions (and others you may | | | | You will want to address both the primary and |
| think of) will help you make decisions about such | | | | secondary audiences’ needs. Once you have |
| issues as topics in general, specific content, length, | | | | done so, you will have the information necessary |
| complexity, format, use of headers and footers, | | | | as a writer to create the document or manuscript |
| use of headings and lists, and word choice. As you | | | | that others will accept, understand, and appreciate. |
| can see, knowledge of your primary audience | | | | And this means you will be able to accomplish |
| affects not only what you write about but also | | | | your goals. |
| how. | | | | (The content of this article was adapted from 100 |
| These are marketing-type questions that will help | | | | Days to Better Writing: A Daily Handbook for |
| guide the development of your product: your | | | | Improving Your Writing. |