We know that one of the most important words we can use in blogging is you, so our copy should be squarely focused on the reader. And we also know we need to identify just who exactly our prospective readers actually are.
Wouldn’t it be a shame to go through all of that and end up not speaking to those people after all? It sounds crazy, but speaking to the wrong “you” is a common problem throughout business communications, and blogging makes it an incredibly easy mistake to make.
The Danger of the Wrong “You”
Even when people know exactly who they are supposed to be speaking to, they often fail to tailor the message to match the audience. A great example comes from the book Presenting to Win by presentation coach Jerry Weissman.