This post originally appeared on PR Daily in June of 2018.
Writing isn’t easy.
Whether it’s marketing, academic or technical copy, or you’re simply trying to think of what to scribble on a co-worker’s birthday card, writing can be arduous work—more so on some days than others.
Communicators don’t want their results or standards to slip simply because they’re having an off day. Even when you feel profoundly unmotivated, avoid these five shoddy practices.
1. You don’t consider your audience.
In corporate communications, “writing for your audience” often takes a back seat to the demands of executives or colleagues. Your boss might want to include 500 words of background information in a blog post, but that doesn’t mean readers want to read it.
Remember, your audience is not your boss, but rather the “end user” of what you’ve written. Think about that audience before you start writing. Let go of what you want to say and focus on what your audience wants to know.
2. You skip the “why.”