Who is your reader?

One of the first questions I ask when beginning a new project is: Who is the reader?

That's often the hardest question for the client to answer, but it’s essential if the product – whether it’s a book, an article, web copy, or whatever – is going to be effective.

James Chartrand has put an interesting spin on the importance of knowing the audience in his article “How to Make Sure Your Content Never Goes Naked.” It’s worth a read.

Make sure whatever you write (or whatever you hire someone to write for you) is appropriately dressed for the occasion.