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We write for many different purposes and readers. Our texts are always spot on because of one crucial step we take before we begin any writing task: we ensure we have an indepth understanding of a text’s purpose, target audience and genre. Knowledge of these defining aspects of a text helps us determine the most effective style of writing for your individual needs.

We understand that all texts, such as online texts, museum texts, scientific texts, training packages, academic texts, business reports, each have specific features that make them recognisable as individual genres, but we are also able to look for and develop features in your text that will make it unique.


The purpose of a piece of text should be clearly explained in one sentence, often beginning with the word ‘To’. For example, the text you are reading now aims ‘to inform readers about what makes a text effective’.

Target audience

The target audience are the people you want to reach with your text. For example, a picture book would be aimed at children under 5, while a 300 page novel would likely be aimed at adults.


The genre is the type of text you want to write. For example, it could be a recipe, a novel or an exhibition. The genre determines the context that a text will be delivered in. For more on this read our blog on how context and reader behaviour influence the writing style of online and museum texts.

Effective writing, then, isn't magic. It's carefully thought out and controlled - but with a touch of flair, of course!



What is style?

Why is language so important?