7 Steps to Better Writing - Charles Maxwell 2020

Create an attribute matrix
Step 1 – Identify readers & Purpose

If you have many different types of readers with complex needs, consider preparing an attribute matrix. This is a table where the rows list readers or reader groups, the columns list attributes of those readers or groups, and the intersecting squares show scores that reflect the reader’s interests or needs.

For example, if you were writing sales copy to influence potential smart phone customers, you could assign income groups to rows and customers’ interests (such as modernity, functionality, and price) to columns. You could then score the intersecting rows and columns with numbers where low numbers represent low interest and high numbers represent high interest. You also could do this with age, education, location, etc.

Here is a simple example, where 0 (zero) represents no importance, 1 represents low importance, 2 represents moderate importance, and 3 represents high importance.

This method may provide little value to simple problems. However, complex situations benefit from this approach, because the tool helps prioritize what to emphasize.

For a complex topic, consider using the data from an attribute matrix to create a histogram (en.wikipedia.org/wiki/Histogram) or polar distribution chart (en.wikipedia.org/wiki/Radar_chart). Obviously, you will go to this trouble only if the writing project is highly important and complex.

The essential point is to characterize your readers and their needs.