Your audience is one person [thought 6]

“Forget your generalized audience. In the first place, the nameless, faceless audience will scare you to death and in the second place, unlike the theater, it doesn’t exist. In writing, your audience is one single reader.” John Steinbeck

Your brand comms should feel like a conversation with someone you know, like and trust.

Write with clarity, with the spirit of yourself and your brand close to heart.

If you try and write for everyone, it’ll become generic, impersonal and stale quickly.

Know your story, define and stick to who you are. Get your tone right and you’ll create a brilliant connection.

Digital is a world of conversation, connection, frequency. One by one, by one by one…

Starbucks is a classic example how to do it right by writing your name on your cup thus personalizing your coffee experience; sure they might not get it 100% right every time, but the concept is great.

We created [NOFILTER] to help brands show their true character in this fantastic new digital world. And we created a book with our point of view in 19 thoughts on how to do just that. This is the sixth one. In the oncoming months we will publish the others one by one.

Please reach out here to ask questions, comment or give us your ideas.