For question #2, please outline in detail how you addressed the three main objectives as discussed in class. (9 marks)
Objective 1: Readers can find what they need
In order to ensure that readers can find what they need, I first had to determine the target audience that will be reading the introductory post for my business. I then to determine the characteristics of the reader because this is what influenced the design of the content. This then allowed me to determine what the audience knows and what they need to know based on these characteristics. First and foremost, the reader is an older adult looking for custom furniture and possibly restoration services, so the very first sentence of the text begins with “Furnisure offers” so that the reader will know immediately whether the company can give them what they are looking for.
Followed by “Furnisure offers”, I included “locally made, custom furniture and restoration services right here in Windsor.” Since this is a local business, the intended audience is readers who reside in Windsor-Essex County and are looking for custom furniture in near their hometown/city. People who want custom furniture are looking to avoid wasting time browsing and know that they are going to get exactly what they want, so the content visually outlines the simple 5-step process that the company uses.
Objective 2: The reader can understand it
This requires writing the content in plain language and structuring it so the reader can be guided through it while understanding it. In order to do this, I wrote in shorter, broken up sentences that are separated by subheadings, high quality images, and infographics to make the material easier to understand and recall. It is also helpful to use san-serif fonts when writing in plain language for web to make it easier to read. I also applied a positive, conversational tone rather than using a neutral/negative tone to ensure the language is appropriate for the B2C audience. Using smaller sections of text with subheadings, lists, and common words like “materials” rather than “textiles” also helps guide the reader through the content and further aids them in understanding it.
The post begins by explaining who Furnisure is and what they offer. They also explain that they understand why people prefer custom furniture – they have a unique style and purpose for the product. The post explains that they can provide the customer with what they are looking for by making their vision become a reality. If a consumer decides to consider working with Furnisure, they can read further to the infographic that clearly and concisely outlines the made-to-order process. Next the post explains in a bulleted list, the few, easy requirements of the client, which basically just further explains how simple the process is. The post concludes by restating Furnisure’s dedication to satisfying their clients and the value that they offer.
Objective 3: The reader can fulfil their purpose
The audience is reading this content with the purpose of ordering custom furniture through a company that best suits their needs. Writing this post in plain language with details that are specific to the reader’s needs allows the content to be easily consumed by the intended audience. The content uses common words within clear and concise language to provide the reader with a brief summary of the company, it’s simple crafting process, and the value that it offers to the consumer. Writing in this format allows the content to be technically accurate, interesting, relevant, clear, and understandable. Using this method of explaining information to the designated reader is the only way that they will be able to fulfil their purpose, or in this case decide to book a consultation based on the content they scanned.
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