The First Commandment of writing that gets results is Know Thy Readers.

Web guru Gerry McGovern (www.gerrymcgovern.com) proved how crucial audience research is. When researching search terms for a discounted-airfares website, he learned this:

In the USA, over 80 times more people search for “cheap flights” than for “low fares,” but in the UK that figure skyrockets to 6,500 times more people who search for “cheap flights” instead of “low fares”.

That’s invaluable when you consider most airlines like to say “low fares”. The lesson? Your readers can think very differently to you. Whether you’re writing a proposal to win $1m of work, or a monthly report, the better you know your readers the more successful your writing will be.

Here’s a fast track to figuring out your readers’ “hot buttons,” building rapport with them, and using the right level of jargon:

1. Internet searches: Google their name, but narrow your search results by using inverted commas: “Joe Bloggs”. Also try searching on social networks like LinkedIn and Facebook.
2. Read what they’re reading: This will help you talk in their “language,” as well as learn what issues are top of mind for them. E.g. if your reader was in HR, you’d read HR Monthly, etc.
3. Read what they’re writing: If your target is the CEO of a company, search her website for speeches, press releases or newsletters she may have written or contributed to.
4. Talk to their contacts: No, don’t stalk your target, but finding a natural way to learn more about them by talking to their friends or staff can be worth it.
5. Talk to them: People are often more approachable than you expect, and may give you time if you frame your meeting as a win-win. For larger audiences, consider surveying them, e.g. with Survey Monkey.

How else do YOU research your readers? Share the love and your thoughts in comments below…