The difference between how a writer writes and how a communicator writes.

On a novel how often do you feel lost trying to figure out what the writer is saying? Many times it´s even ambiguous. Exposing feelings and emotions, through characters, and fiction. Using big words and metaphors. Useful to enrich your vocabulary and make you think. The writer writes for the sake of the art.

The communicator writes to get the message through, efficiently. The better he knows the audience, the better he can adapt his voice and tone.

While literature doesn´t need to consider the reader, in marketing is key.


It is insight into human nature that is key to the communicator´s skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.

William Bernback