Understanding UsersWriting for the web

Your audience of one

One-on-one personal communication

You’re having a one-on-one personal communication with each visitor who reads your content.

It doesn’t matter how many visitors you have to your webpage.  Each visitor to your webpage is ONE individual.   

You are not writing to an audience of hundreds or thousands. Each person who reads your content is an audience of one.  Be aware of your opportunity to address that one special individual and have a personal communication.

“The Internet is an audience of one, a million times over” Peter Guber


The impersonal computer screen seems to invite a no-holds-barred communication that is, paradoxically, more personal. Constance Hale, Wired Style

As a writer, you have an opportunity to have a personal, one-on-one conversation with each person who reads your content – your audience of one.

Speak to that person’s mind, heart, or both.  Educate them, entertain them, call them to action, or communicate whatever it is you want.  Just remember you have a golden opportunity to make it personal and address that ONE person who is reading your content.

Your audience is one single reader. I have found that sometimes it helps to pick our one person – a real person you know, or an imagined person – and write to that one John Steinbeck


“… one of the great paradoxes of creative work is that what we create for an audience of one is much more likely to reach an audience of millions. Why? When we tweak and compromise our work in the hopes of driving eyeballs and clicks, the work loses its authenticity, truthfulness, and potential resonance.” Andreas Pfingsten, SAP



Jana Brech

Hi, my name is Jana Brech. I live in Brisbane, Australia. After 20+ years in the IT industry as an Analyst/Programmer, I have a passion for Usability. I love good design. Drop me a note to say hi, or leave a comment. My services: Web Consulting, Expert Reviews

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