The Five Essentials: The “Who” of It All

The Five Essentials: The “Who” of It All

Writing starts with knowing who you’re talking to.

Not a market.

Not a demographic.

A person. And a brand.

If I don’t see both clearly, the message misses. It turns vague, polite, and easy to forget. But when I know who I’m speaking to — how they work, what slows them down, the headache they’re ready to be done with, and what they hope tomorrow looks like — everything changes. The writing tightens. The point sharpens. And the message has a place to land.

Most weak copy fails for one simple reason: it talks to everyone and reaches no one.

The “who” is the anchor. It’s the part of the work that keeps everything honest, grounded, and useful. When the “who” is clear, the rest of the job becomes straightforward. When it’s not, nothing else really works.

So I start there. Always there.

Because if I get the “who” right, the rest of the words know where to go.

Let’s talk about your “who.”

Ken Whaley