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Section III: Quick, Painless, and Plain:... > Chapter 9: Reader-Focus: Bowing to t... - Pg. 139

Chapter 9 Reader-Focus: Bowing to the King and Queen of the Universe Let's talk about reader-focus. It's probably the most overlooked aspect of business writing around, although some, like advertisers, have it nailed. Can't think of an example? Then think Nike. No question, their logo: "Just do it," speaks directly to you. They don't even bother telling you what to do--but who cares? With language like that they don't need to. Reader-focus isn't a big deal, really. You use it all the time. For example, if you bumped into an old friend, the exchange may have gone this way: You: Hey, Bob, how are you? I haven't seen you in ages. Bob: Oh my God, is that you, Ted? How the hell are you? You look great. What have you been up to?