What Every Writer Must Know About Their Readers

In a bustling coffee shop, a young writer sits hunched over her laptop, her fingers flying across the keyboard. She pauses, her eyes scanning the crowded room. She notices a group of students engrossed in a textbook, a businessman skimming through stock news on his laptop, and an elderly couple sharing a community newspaper. It’s a moment of revelation for her—each person engaged with written words, yet each with a different level of understanding and interest. This scene perfectly encapsulates the advice from Robert Gunning, creator of the FOG Index: know your readers’ needs, interests, and preferences so you can write clearly and effectively to them.

Here are Robert Gunning’s top tips to write for your readers:

TIP # 1

It’s common sense, but not all writers obey it: write from the viewpoint of the reader. Understand the reader’s vocabulary, the type of words that best transfer facts and ideas, and the reader’s tolerance for complex or “hard” words.

Technical Manuals for General Audiences:

Reader’s Vocabulary: Everyday language, familiar technical terms like “power button,” “screen,” etc.
Type of Words: Clear, concise instructions such as “press,” “turn on,” “connect.”
Complex Words: Low; avoid jargon like “bandwidth,” “firmware,” unless essential and explained.

Medical Information for Patients:

Reader’s Vocabulary: Common health-related terms like “blood pressure,” “sugar levels.”
Type of Words: Simplified medical terms, e.g., “stomach” instead of “gastric.”
Complex Words: Moderate; accompany medical terms with easy-to-understand explanations.

Business Communications to a Broad Audience:

Reader’s Vocabulary: Basic business terms like “revenue,” “profit,” “expenses.”
Type of Words: Clear and direct, e.g., “sales increased” instead of “there was an upward trend in sales.”
Complex Words: Moderate; minimize financial jargon or explain clearly.

Academic Writing for a Non-Academic Audience:

Reader’s Vocabulary: General knowledge words, basic scientific terms.
Type of Words: Relatable and engaging, such as “study shows” instead of “research indicates.”
Complex Words: Low; Simplify or clearly define technical academic terms.

Legal Documents for Non-Lawyers:

Reader’s Vocabulary: Basic legal concepts like “contract,” “agreement,” “obligation.”
Type of Words: Straightforward legal terms, e.g., “you must” instead of “you are hereby required to.”
Complex Words: Moderate; legal terminology is necessary but add plain-language explanations.

Study these examples to create your own reader profile:

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“The reader is the most important person in the writer’s mind. Without the reader, there is no writing.” — Maya Angelou, renowned American author, poet, and memoirist

TIP # 2

Know what patterns and sentence lengths your readers can read without tiring. The goal is to write that holds the reader’s interest without causing mental fatigue. Strike a balance among sentence complexity, variety, and text flow.

Grade Level	Approx. Age	Average Sentence Length	Sentence Structure	Notes
Kindergarten	5-6 years	5-6 words	Very simple sentences	Basic vocabulary, focus on introducing reading
Grade 1	6-7 years	5-7 words	Simple sentences	Simple vocabulary and concepts
Grade 2	7-8 years	7-10 words	Simple and compound sentences	Begin introducing compound concepts
Grade 3	8-9 years	8-12 words	Compound sentences	More complex ideas, introduction to non-fiction
Grade 4	9-10 years	10-15 words	Complex sentences	Expanding vocabulary, exploring deeper concepts
Grade 5	10-11 years	12-18 words	Complex and compound-complex sentences	Introduction to more abstract and nuanced writing
Grade 6	11-12 years	12-20 words	Varied sentence structures	Developing analytical and inferential reading skills
Grade 7	12-13 years	12-22 words	More complex structures	Emphasis on critical thinking and argumentation
Grade 8	13-14 years	15-25 words	Diverse structures, including compound-complex	Preparation for high school level reading and analysis
Grade 9	14-15 years	15-25 words	Complex and nuanced sentences	Focus on sophisticated narrative and expository texts
Grade 10	15-16 years	15-25 words	Advanced structures	Engagement with challenging and diverse materials
Grade 11	16-17 years	15-25 words	Complex, varied sentence structures	Preparation for college-level reading, emphasis on analytical skills
Grade 12	17-18 years	18-30 words	Complex, sophisticated structures	College preparatory reading and writing skills

Show Sentence Data for Each Grade Level

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Let’s delve deeper into this topic:

Sentence Structure: Monotony is equally tiring as complexity. Use a mix of simple, compound, and complex sentences to engage readers. For instance, in narrative writing, you can use short, punchy sentences and longer, more descriptive ones—this creates a rhythm that holds the reader’s interest. Short sentences provide impact and pace; longer ones detail imagery or explanations.
Audience Endurance: Different readers have different tolerance levels for complex sentences. Young students and ESL readers benefit from shorter, simpler sentences. In contrast, academic or professional audiences can tolerate longer, more complex sentences packed with information.
Purpose: A text’s purpose influences sentence patterns and lengths. In instructional writing, such as manuals, writers use short, direct sentences to convey clear steps of action. In literary prose, writers prefer long, winding sentences to build atmosphere or develop characters.
Context: Context also dictates sentence structure. Action scenes in stories thrive on short, brisk sentences that mimic the quick pace of events. Conversely, reflective or descriptive passages may use longer sentences to unpack details or introspection.
Reader Retention: Long, complex sentences overload reader’s cognitive resources, impacting comprehension and retention. When writing educational or informative content, break down complex ideas into shorter sentences. Short sentences use less cognitive resources and increase the reader’s ability to grasp information quickly.
Feedback/Revision: Regular feedback from readers or using readability tools can highlight how well your sentence structures are working. Revise your writing based on this feedback—it can help fine-tune sentence lengths and patterns.

Children’s Storybooks:

Sentence Patterns: Short, simple, and repetitive to aid understanding and memory.
Sentence Length: Generally brief, with occasional longer sentences to maintain rhythm and interest.
Goal: To keep young readers engaged and learning without overwhelming them with complex sentence structures.

News Articles:

Sentence Patterns: A mix of short declarative sentences, and longer descriptive ones, often following the inverted pyramid structure.
Sentence Length: Varied but concise to quickly deliver key information.
Goal: To convey news efficiently; informing the reader without overwhelming them with long or complex sentences.

Academic Research Papers:

Sentence Patterns: Complex structures, often with clauses and technical information.
Sentence Length: Usually longer to detail explanations and technical data.
Goal: To present in-depth information and analysis; it balances complexity with readability to engage an academic audience.

Instruction Manuals:

Sentence Patterns: Direct and imperative, focusing on clear instructions.
Sentence Length: Short to medium, prioritizing clarity and ease of understanding.
Goal: To guide the user step-by-step without confusion, ensuring they can follow instructions without getting lost in lengthy explanations.

Novels and Fiction:

Sentence Patterns: A diverse range, from simple to complex, depending on the scene and narrative style.
Sentence Length: Varied, often using longer sentences to describe passages and shorter ones for action or dialogue.
Goal: To create an immersive experience, balancing descriptive language and dialogue to maintain reader interest and emotional investment without causing fatigue.

Show me examples, please!!!

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“The first draft is just you telling yourself the story. The art of writing is in the rewriting, with the reader in mind.” — Bernard Malamud, American novelist and short story writer

TIP #3

Transitions and pacing can prevent reader fatigue. Smooth transitions between sentences and ideas flow more naturally—it makes complex content more digestible. Pace the information delivery thoughtfully; do not bombard the reader with too much information at once.

Narrative Writing (Novel/Story)

Transitions: “As the sun set, the mood in the room shifted. Meanwhile, across town, a different scene was unfolding.”
Pacing: The story switches between fast-paced action sequences and slower, more descriptive passages, allowing the reader to catch their breath.

Academic Writing (Research Paper)

Transitions: “Having discussed the history, we now shift our focus to the present implications of these findings.”
Pacing: The paper starts with a broad introduction, gradually narrows down to specific studies, and then discusses each in detail, providing a logical and digestible flow of information.

Business Report

Transitions: “Following the overview of market trends, the next section analyzes the company’s response.”
Pacing: The report begins with a summary, followed by detailed analysis, and ends with concise conclusions, ensuring a clear and structured progression.

Instructional Writing (How-to Guide)

Transitions: “After completing the setup, the next step involves configuring advanced settings.”
Pacing: The guide starts with basic steps and progressively moves to more complex tasks, giving readers time to understand and apply each step before advancing.

Argumentative Essay

Transitions: “Contrary to this point, we have evidence suggesting an alternative perspective.”
Pacing: The essay presents an argument, supports it with evidence, addresses counterarguments, and then reinforces the original thesis, maintaining a balanced and engaging rhythm.

Blog Post (Lifestyle/Travel)

Transitions: “Having explored the city’s history, let’s now turn to its vibrant culinary scene.”
Pacing: The post intersperses narrative elements with informative sections, balancing storytelling with practical information.

Scientific Article

Transitions: “The successful results of Experiment A led to developing Experiment B.”
Pacing: The article logically moves through experiments, discussion, and conclusions, allowing the reader to follow the scientific process without feeling overwhelmed.

In each example, we transition seamlessly to different parts or ideas, while we thoughtfully pace the information to prevent reader fatigue.

Here's how transitions and pacing can prevent reader fatigue:

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TIP #4

Effective communication is a dynamic process. Writers should write in a style that engages readers throughout the text and encourages them to take action. Here’s how to do it:

A Compelling Message: Writing effectively starts with a clear and compelling message. Clearly identify the main points; align each point with the reader’s needs, interests, or values. This clarity engages readers while leading them towards the intended action.
Audience Profiling: Again…know your readers. Think about the reader as an individual, even in cases where you don’t know the exact readership. Good writers align their message with the reader’s interests, readability level, and background.
Persuasive Techniques: Persuasive techniques like storytelling, vivid imagery, and emotions can engage readers more deeply. A well-told, heart-felt story can connect with the reader, making your message more memorable and influential.
Call to Action: A clear call to action (CTA) can encourage readers to take the next step. Make the CTA direct, easy to follow, and relevant: whether it’s signing up for a newsletter, buying a product, following instructions, or changing a habit.
Build Interest: Find ways to hold your reader’s interest. Use a mix of sentence structures, lively language, relevant examples, etc. Answer potential questions or objections the reader might have.
Structure Flow: The organization of content should follow a logical structure. Guide the reader through the information in a coherent and persuasive manner. This structure might present a problem, discuss the solutions, and end with a powerful conclusion or CTA.
Consistent Messaging: Sometimes encouraging action requires repeated exposure to the message. Consistency across different mediums and repetition over time can reinforce the message and prompt action.

“Your writing voice is the deepest possible reflection of who you are…In your voice, your readers should be able to hear the contents of your mind, your heart, your soul.” — Meg Rosoff, award-winning American author

TIP #5

Robert Gunning emphasized this Golden Rule: “Write unto others as you would be written to.” Translation: consider the clarity and accessibility of your writing just as you would expect from others.

The core of the Golden Rule is the concept of reader empathy. To write effectively, know your reader’s background knowledge, topic familiarity, and potential barriers to understanding.
Prioritize clarity and simplicity. Use clear and straightforward language; avoid jargon and unneeded complexity. Clarity ensures the reader will understand your message without confusion. Good writers do not “write down” to their audience, not even to children, or “write up” to an audience, not even to college professors. All readers prefer clear and straightforward writing.
The Golden Rule extends to how organized your writing is. Readers appreciate writing that flows logically and naturally. It helps them locate and digest content more easily. Use headings, subheadings, bullet points, and callouts, etc. to break up the text and make it more digestible.
Edit, revise and proofread diligently. Just as you would expect error-free and polished writing from others, deliver the same quality to your readers.

TIP #6

Even specialized publications, like The Wall Street Journal and National Geographic, publish accessible content to attract a broader readership. Their content is usually 2-3 grade-levels below a college reading level. This underscores why we should write clearly for all audiences, regardless of your readers’ education. For topics that need prior knowledge, add background details for low-level readers without over-simplifying for the expert. Achieve this through sidebars, footnotes, or links to resources, allowing readers to delve deeper if they choose.

“You write to communicate to the hearts and minds of others what’s burning inside you, and we edit to let the fire show through the smoke.” — Arthur Plotnik, author of The Elements of Editing

TIP #7

In a world that’s increasingly interconnected, writers need to be culturally sensitive. Be aware of different cultural norms, values, and beliefs. Avoid stereotypes—they can be harmful and offensive. Consider factors like race, ethnicity, gender, age, sexual orientation, and disability. Writing should embrace cultures in a nuanced and respectful manner.

Here we illustrate cultural awareness in writing across various formats:

Travel Blogging

Example: Writing about a visit to Japan, a blogger should avoid using clichéd terms like ‘exotic’ to describe traditional practices. Instead, they might write, “Participating in the Japanese tea ceremony, an age-old tradition deeply rooted in Zen philosophy, was a serene experience, highlighting the importance of mindfulness in Japanese culture.”

Business Communication

Example: In an email to a German business partner, instead of a casual greeting like “Hey,” a more formal approach should be used: “Dear Dr. Müller, I hope this message finds you well. I am writing to discuss…”

Marketing Content

Example: For a Ramadan marketing campaign in a Muslim-majority country, using images and messages that reflect the spirit of the month, such as family gatherings and charity, instead of focusing solely on commercial aspects.

Fiction Writing

Example: An American author writing a character from Nigeria should avoid stereotypical portrayals and instead focus on creating depth: “Adaobi, raised in the bustling city of Lagos, juggled her career in tech with her passion for Nigerian folktales, a legacy of her grandmother’s storytelling.”

Educational Materials

Example: A history textbook includes a section on Native American history from the perspective of the indigenous people themselves, rather than solely from a European settler perspective.

News Reporting

Example: A news report on a political event in Brazil accurately represents the local context and avoids imposing a Western perspective. The report might include quotes from local people and experts, providing a balanced view.

Healthcare Information

Example: A healthcare brochure for an area with a high Hispanic population might include culturally relevant dietary advice: “Incorporate traditional foods like beans and corn into your diet, which are not only staples in Hispanic cuisine but also great sources of fiber and vitamins.”

Social Media Content

Example: A global brand posting on social media recognizes Chinese New Year by sharing a post that celebrates the festival in a culturally respectful way, perhaps featuring artwork by a Chinese artist and a message in Mandarin.

In each example, the writer understands and respects cultural nuances, which is relevant and effective to a diverse audience.

Show me examples, please!!!!!

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Writing is more than expressing ideas; it’s about tailoring your message directly and effectively to your readers. Use these tips to transform your writing in not only style and clearness—but in the way you communicate to your readers. Craft each word, sentence, and paragraph for expression, connection and comprehension.

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