If you try to write for everyone, you’re likely to be wasting your time. Try shouting through a megaphone in the centre of town, you’ll probably get more ‘hits’.

We’re surrounded by messages and we attune ourselves to them, zoning out what isn’t relevant – and bland, uninspiring and misdirected messages certainly aren’t relevant to most of us.

So if your brand story is simply a variation on “We think we’re the best at what we do, try us” – who on earth is going to care?

Better to think about who you most want to gain from your story. If it’s the punters, you can be inspiring, take them on a journey, make them feel part of your family. If it’s investors, you’ll need a different journey, but it should still be inspiring and inclusive – a story that’s written for its readers, rather than a story that’s looking for an audience.

Now that doesn’t mean you have to alienate anyone who falls outside the group you’re aiming for, but by giving your writing a more targeted focus it will certainly be more engaging for the people you want to read it.

It’s not always easy, but if it was, everyone would be doing it. And if you can’t do it, you really should find someone who can.

The point: Don’t write for everyone – write for someone. Your writing will always be more effective when you’ve got a clear idea of who you’re trying to reach.