Writing for your reader

Today I have been writing copy for a funding application. Not only is it imperative to the success of the application that the project I am applying for funding for matches the funding body's criteria, it is also essential that I keep the intended reader in mind.

Here's a list of the things I consider when putting together any copy material:

1. Language - technical or simple; specialist or general. If I am writing for lawyers, it's okay to use legal terms. If I am writing for a layperson, I avoid technical terms.
2. Style - formal or informal. I always consider what the reader will be looking for. Is it okay to address the letter with 'Hi James' or should I address it with a more formal salutation.
3. Length - long or short? How much time will the reader spend reading my material? If they only have five minutes then they are not going to be able to read a 300 page tome. However, if they are assessing a funding application, then I expect they will spend longer than 5 minutes reviewing it. My copy, therefore, needs to be of sufficient length to describe my project whilst not being overly verbose.
4. Structure - there's a lot top be said for the techniques we all learnt at school... Structure your copy with a beginning, middle and end (and if it is long copy, it's okay to have lots of 'middles').
5. Content - before I start writing I always make a list of the items I need to cover. Before writing this piece, I jotted down a list of five headings (language; style; length; structure and content) as I knew that this is what I needed to cover in this blog. I keep a list of notes next to me as I write and cross them off as I cover them.

The other important aspect of any copy - particularly in job applications, funding applications or any material that is designed to persuade people - is the ability to convey passion and conviction without being over the top. I will blog about this soon, but in the meantime, try and think of phrases that people use that annoy you or come across as insincere... you should avoid using such phrases in your own writing.