Whether you’re drafting an e-mail, penning a blog post, or outlining a report, one of the most important things you can do before you start writing is to get clear on your purpose. Why are you writing? What are you trying to say? And just as importantly—who* are you saying it to?
Understanding your own attitude toward the topic, as well as your readers’ expectations, is key to writing something that connects, informs, or persuades.
👉 Want the full picture? Before you dive into purpose, message, and style, make sure you’ve thought about your audience. Knowing who you’re writing for is just as important as knowing what you want to say. Check out Understanding your Audiences first to get started.
What’s the Purpose of Your Writing?
Every piece of writing serves a purpose. While there are many specific goals, most writing falls into one (or more) of these three categories:
1. To Inform
Informative writing aims to deliver facts, explanations, or instructions. It’s about clarity, accuracy, and helping the reader understand something new.
Examples of informative writing include:
- Textbooks
- News articles
- Business reports
- How-to blog posts
- Technical manuals
- Professional emails
If you are informing your reader about a specific topic – what do you want them to know? What are your key messages and what is your end goal?
2. To Persuade
Persuasive writing is all about convincing the reader of something—whether it’s a point of view, a product, or a course of action.
Common examples:
- Opinion and editorial articles
- Advertisements
- Product and service reviews
- Cover letters
- Letters of recommendation
Using persuasive language helps you to encourage readers to act upon your message and influence the way they think, feel, or respond to your call to action.
3. To Entertain
Writing for entertainment exists to engage and delight readers. It may include storytelling, humour, or emotion.
Examples of entertaining writing:
- Novels and short stories
- Poetry
- Movie or TV scripts
- Biographies and autobiographies
- Song lyrics
While most business writing focuses on informing or persuading, adding elements of entertainment can make it more engaging and memorable.
Can a Single Piece of Writing Have More Than One Purpose?
Absolutely. In fact, the most effective writing often blends multiple purposes.
A blog post, for example, might inform you about healthy habits while persuading you to try a new product—and doing it in an entertaining way.
Similarly, good social media content can simultaneously inform and persuade by sharing valuable tips on how a product might help followers solve a common problem and entertain by sharing an engaging personal story to help illustrate the product’s value.
It’s a perfect example of how writing can serve multiple goals at once when done thoughtfully.
What Do You Want to Say?
Once you’ve nailed down your purpose, think about your key messages:
- What do you want your reader to know? Jot down the most important details that must be included in your e-mail, report or newsletter article. A quick list or outline can help ensure you don’t leave out key information that provides clarity and prevents confusion.
- What do you want them to feel? Are you hoping to inspire, reassure, or shift someone’s perspective? If emotion plays a role, use thoughtful word choice and tone to influence how your message is received.
- What do you want them to do? Is there something you want them to do after reading? Do you want them to follow up in some way? What is the end goal? If you’re aiming for action—like visiting a website, booking an appointment, or making a donation—make your call to action clear and easy to follow. Include links or contact information if needed.
Choosing the Right Language Style
Depending on your audience and your purpose, you’ll want to match your tone and word choice accordingly. Here’s a quick guide to the three main levels of standard English writing:
Informal
Casual, conversational, and often written in first or second person (“I” or “you”). It may include slang or contractions.
Typical uses:
- Text messages
- Personal blog posts
- Creative fiction
- Advertising copy
It’s fine to use informal writing with friends, family, or anyone you have a close relationship with. You might feel comfortable doing the same with co-workers you’re close to, but keep in mind that workplace e-mails aren’t private. It’s best to keep your communication professional at all times while on the job.
General
Considered the “language of educated people,” this is the most commonly used tone in everyday writing. It’s clear, direct, and accessible to a wide audience.
Examples:
- Websites and blogs
- Magazines
- Newspapers
- Business emails
This is the level of writing you will use in the workplace to communicate with clients, co-workers, and managers. Use clear, plain language to ensure anyone can understand your writing, and keep it as professional as possible.
Formal writing:
Structured, technical, and often impersonal. It avoids contractions and slang, and favors more complex sentence structures.
Examples:
- Academic essays
- Legal documents
- Scientific journal articles
- Technical reports
Formal writing that uses technical or academic language should be used only when your audience is familiar with the subject. It’s best suited for situations where clear, professional, and detailed communication is important—like legal, scientific, or academic settings.
Quick Takeaways
- Know your purpose before you start writing: are you informing, persuading, or entertaining?
- Clarify your message: what do you want your reader to learn, feel, or do?
- Match your tone to your audience: the same topic might be written very differently depending on whether you’re addressing a professor, a customer, or a friend.
- Plan before you write: structure your thoughts and keep your sentences clear and focused.
In short: great writing starts long before you put pen to paper—or fingers to keyboard. Take a few moments to define your purpose, think about your key messages, and choose the right tone, and you’ll set yourself up for success every time.
