Rewriting for Different Audiences

Why this matters

The same product feature means different things to different buyers — a security manager cares about compliance, a developer cares about the API, and a founder cares about cost. Rewriting for audience means changing which benefit leads, which proof you cite, and which objection you preempt, not just swapping pronouns.

Try it yourself

1. Take one product feature and write three one-paragraph descriptions: one for a technical user, one for a business decision-maker, and one for a first-time buyer with no prior knowledge of the category.
2. Compare the three versions and identify which elements stayed constant (the fact) and which changed (the framing, the benefit, the vocabulary).
3. Show each version to one person who fits that audience profile and note whether they feel 'spoken to' or still have to translate what they read.

References

• Robert Cialdini — Influence: The Psychology of Persuasion