Doughnut. Doughnut. Doughnut.

The desires of an audience are always changing. In some cases, they want you to be intentionally vague:

“Core speed 5x faster than before.”

“Packed with twice as many nutrients as our previous version.”

“Tomorrow, fly to work.”

They don’t want to know right upfront, really, about the processors that make the speed faster, or the chemicals that brought out the nutrients, or what and how you’re going to fly to work tomorrow. It’s the idea that if you give the general picture, people who want to know more will do the research, and everyone else will be content with what they’ve been told.

In other instances, though, it’s not helpful being vague. Imagine going to the doughnut shop to buy a doughnut (without knowing what flavor you wanted), and when you arrived, every one was labelled:

“Doughnut.”

“Doughnut.”

“Doughnut.”

It would be ludicrous (especially now, in the age of ‘if-you-can-invent-a-flavor-we-can-doughnut-it’). People would complain, because even if it was clear what they were from looking at them, there is a certain amount of comfort in the over-explanation when it comes to making choices that directly effect you.

When you’re writing, figure out how much information your audience wants, and provide them with exactly that. Not more, not less. Not only does it streamline your writing for clarity and purpose, but it also makes it much more enjoyable to read.

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