1. Understanding Audience and Purpose
understanding audience when considering matters of language and choice to achieve your purpose

2. What would you do if the person you were talking to looked like this?

3. In oral communication, we have the benefit of immediate feedback from our audience. A smile…
A nod…
A furrowed brow… We can make adjustments on the fly.

8. When we speak to people we are constantly assessing their reactions
When we speak to people we are constantly assessing their reactions. We can read their non-verbal cues—their facial expressions, body language, and so forth. Sometimes they will even stop us to tell us what they think about what we are saying, or if they don’t understand.
This feedback allows us to make adjustments.
But how does this work in writing?

10. It’s easy to lose sight of our audience when writing…

11. After all, isn’t writing a lone activity
After all, isn’t writing a lone activity? Something done in quiet solitude? You know the image—the writer alone in his cabin in the woods where no one else matters.
Is this an accurate view of writing?
ROMANTIC MYTH

12. When talking about writing…
There’s no right or wrong writing BUT…
There is writing that is effective and writing that is not so effective
Who decides if your writing is effective?
YOUR AUDIENCE

13. Writing is about making choices…
How do you know what choices to make as a writer?
Every choice you make as a writer should be based on your absolute understanding of just two things…
1. AUDIENCE PURPOSE
But if our audience is NOT sitting in front of us as we write, how can we know them and adjust to their needs?

14. Audience Analysis
As writers, we need to make a deliberate effort to understand our audience
We need to do some analysis by asking questions about our audience
And then keep the resulting image of who our audience is foremost in our minds as we make our choices
Know your audience, know how you want to affect your audience (i.e. know your purpose), and then make choices

15. PRACTICE: recognizing the target audience

16. Choose the right audience…
Dear Sir,
I am sorry to bother you with this, but I just wanted to verify with you an that I received from Mr. Johnson yesterday afternoon…
Your co-worker
The CEO
Your cousin in Cleveland

17. Choose the right audience…
Mike,
Johnson sent this to me yesterday afternoon and I have no idea what he is talking about. Does it make sense to you…
Your co-worker
The CEO
Your cousin in Cleveland

18. Choose the right audience…
Hey man,
Wonder if you can help me out. My boss sent this to me yesterday afternoon and I just can’t figure out what he means. What’s your take on it…
Your co-worker
The CEO
Your cousin in Cleveland

19. PRACTICE: making choices as you write: Guess what
PRACTICE: making choices as you write: Guess what? You just WON the LOTTERY! Yes, 5 million dollars – all yours. OMG! Now, write a letter or telling (your audience) about your good fortune!

20. Guess the audience… Cousin who borrows money and never pays back
your boss
best friend
A mean co-worker
A nice co-worker
ex boyfriend/girlfriend
favorite teacher
neighbor who needs an operation
favorite uncle or aunt

21. If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.
–MARCUS TULLIUS CICERO