Joe Kraynak's audience-centered approach to writing books has been so successful that he's hired you as a research assistant to help with a variety of new projects. He has also offered to mentor you as you begin your own career as a business writer, and you'll have the opportunity to write sections for several of his books as well. Use what you've learned in this chapter to solve these planning dilemmas.

1 part 1. Kraynak's next project is writing a how-to book for the enormously popular Motorola Razr phone, a stylish model that includes everything from video playback to Bluetooth wireless capability for adding wireless head-sets and other accessories. The writer's challenge is balancing the needs of several types of users, includ-ing people who've never used a cell phone before, people who have used phones before but don't care about advanced features, and "power users" who want to use every feature possible in every way imag-inable. You've sketched out several outlines and need to select the one you'll recommend to Kraynak.

a Organize the book in five sections: (1) an introduc-tion to cell phones (which readers can skip if they choose), (2) a quick graphical overview of the phone that identifies all the buttons and other fea-tures, (3) a guide to basic operation of the phone, (4) a guide to advanced capabilities, and (5) a short glossary/index that defines the various fea-tures and functions and refers readers to more information in sections 1 to 4.

b. Organize the entire book like an encyclopedia, describing the phone's individual features and functions in detail and in alphabetical order. This way people can quickly find information about the phone, no matter how much experience they have.

c. Write three books in one: (1) an introductory guide that explains the basic concepts of using a cell phone, along with instructions on basic operation; (2) an experienced user's guide that covers just the instructions on basic operation; and (3) a power user's guide that covers the basic operation as well as all the advanced features. This book will be con-siderably longer, but it'll give each audience exactly what it needs.

d. Advise Kraynak to turn down the project; there's no way anybody can write a single book that addresses the needs of so many different audiences.

1ii.One of the keys to Kraynak's success is identifying areas in which inexperienced product users are likely to need extra information and explanation. For the Razr book, he has asked for your help in pinpointing those issues. Unfortunately, the publisher has him on a tight schedule, and you have only one day to conduct this research. Which of the following should you do?

a. Study the manual that Motorola provides with the Razr; that document is likely to have all the infor-mation you need.

b. Visit as many online blogs, customer support web-sites, and discussion groups (such as Google Groups) as you can, scanning for questions that people seem to have about using the Razr phone.

c. Interview every cell phone owner you know, asking them to recall the, questions they had when they first started using/their current phones. Although many of them wOn't be Razr owners, the questions might be similar enough to help.

d. Use the Razr yourself for a day, trying to approach it the same way a new user would: what questions do you have when you first open the box, can you figure out how to charge the battery and get the phone ready for use, is it easy to add new names to the phone book, and so on. By putting yourself in the readers' shoes, you can identify all the ques-tions they're likely to have. 1iii Books aren't the only documents that authors such as Joe Kraynak have to write, of course. The business of being a writer involves a wide range of business com-munication efforts, including memos, letters, e-mails, progress reports, and proposals, to name a few. While you're working on the Razr book, Kraynak comes up with the idea of a website that would pro-vide helpful information for all popular cell phones. The site would take advantage of the strong con-sumer awareness of the Complete Idiot's brand name, but have the advantage of being much easier. to update than a printed book. However, he has heard from another author that the editors of the Complete Idiot's series aren't interested in online publishing at this point, since they're busy and suc-cessful with printed books. However, you think the new website idea could be a winner for everyone (the publisher, Kraynak, and you), so you offer to draft a proposal on the issue. Which of these organizing approaches should you take? Why?

a. Launching a big, commercial website is a serious business decision. Come right out and say what you propose, then back that up with details in the body of the message. The audience will study the supporting details, then evaluate your idea on its merits alone.

b. They don't want to publish online? Everybody wants to publish onlineand virtually everybody is. Your proposal needs to be not only direct but also blunt If the Idiot's Guide series doesn't create such a website, somebody else surely will, Without exactly saying so, you need to convey the mes-sage that only an idiot would ignore an opportu-nity like this for the Idiot's Guide series. c. Your proposal should take an indirect approach, since the readers will initially be resistant to the idea. Moreover, it would be bad form to dictate precisely what the solution should be, so write only in general terms (such as "the opportunity for online publishing is significant") and let the readers reach a conclusion on their own (as in, deciding specifically to create a Complete Idiot's website for popular phones).

d. If the proposal doesn't quickly address the audi-ence's reservations regarding web publishing, they won't bother to read the details or to con-sider the proposal. Consequently, an indirect approach is best. Start by announcing that you've identified a business opportunity that is ideal for Idiot's Guides but needs to be acted upon soon or a competitor will get there first. After you've captured the audience's attention with that intriguing opening, continue with your persuasive argument

1iv Kraynak emphasizes that the website proposal needs to provide enough evidence to be convincing, but not so much that it becomes long and tiresome to read. Which of the following support points does not belong in the proposal? Why not?

a. A list of companies that would possibly be interested in advertising on the website, along with an estimate of the advertising revenue the site might be able to generate

b. A brief history qn,-online publishing, from the days before the World wide Web to the latest in blogging c. A plan for uoCaating the website content as new phone models are released

d. An estimate of the number of cell phone owners who are likely to use such a website 311 k

DROTT The Learning Spanish ROOT Understanding TO Computer Basics 10IOTS Psychic Awareness Chemistry BRE Croce Playing the Guitar NOSS Remodeling Your Kitchen stered BUNLDING A PUBLISHING EMPIRE BY PUTTING THE READER FRST You can't wait to use that new In Kraynak's mind, the computer--or digital camera, problem is that too many or mobile phone, or other Bible product manuals are written innovative gadget-you've without enough attention to just purchased. It will simplify the reader's real needs. The your life and give you amazing engineers or technicians who new capabilities. But will it just Iraq typically do the writing are end up gathering dust in your intimately familiar with their closet? That scenario happens products and technologies, all too often, because many and they sometimes mistak- modern devices are difficult to enly assume that readers are, use, and the manuals that too. This disregard for what come with them are some- readers need can lead not times of little or no help. Its tongue-in-cheek name aside, the Idiot's Guide series only to inadequate explana- Joe Kraynak is on your has grown to hundreds of volumes on the strength of its tions of new topics but also to side. A successful writer who clear, audience-focused writing. overuse of befuddling jargon sympathizes with consumers, and acronyms. Moreover, too Kraynak wrote The Complete Idiot's Guide to PCs, many manuals focus on descriptions of products when The Complete Idiot's Guide to Microsoft Office 2000, what readers really want are explanations of how to and The Complete Idiot's Guide to Upgrading Your use them. Such problems aren't limited to technology, PC. He thinks people are right to criticize the manuals either; people writing about finances, government that come with PCs, phones, and other complex prod- regulations, business processes, and other complex ucts. Many high-tech products make intelligent peo- topics frequently fail to understand and accommodate ple feel, well, like idiots. That frustration with complex their readers' needs. topics and ineffective attempts at explaining them has "I try to put myself in the shoes of a new user, to fueled the rapid growth of the Complete Idiot's series, think like somebody I know," says Kraynak. He advises which now covers hundreds of subjects. Kraynak and all writers to do the same. What essential information other experts know that the problem is often the user do your readers need first? Which less-important manual, not the user. Of course, Kraynak and other details can wait until later? What style of writing will authors in the Complete Idiot's series don't think their be most effective? In addition to explaining complex readers are idiots at all-quite the contrary. In fact, the ideas, Kraynak tries to entertain and educate. Follow first words on the publisher's website illustrate that his example and focus on your readersit will keep respect for their audience: "You're no idiot! Like most your business messages from gathering dust like all of our visitors, you're smart, curious, at ease with your- those forgotten high-tech products in your closet. self, and interested in learning." DROTT The Learning Spanish ROOT Understanding TO Computer Basics 10IOTS Psychic Awareness Chemistry BRE Croce Playing the Guitar NOSS Remodeling Your Kitchen stered BUNLDING A PUBLISHING EMPIRE BY PUTTING THE READER FRST You can't wait to use that new In Kraynak's mind, the computer--or digital camera, problem is that too many or mobile phone, or other Bible product manuals are written innovative gadget-you've without enough attention to just purchased. It will simplify the reader's real needs. The your life and give you amazing engineers or technicians who new capabilities. But will it just Iraq typically do the writing are end up gathering dust in your intimately familiar with their closet? That scenario happens products and technologies, all too often, because many and they sometimes mistak- modern devices are difficult to enly assume that readers are, use, and the manuals that too. This disregard for what come with them are some- readers need can lead not times of little or no help. Its tongue-in-cheek name aside, the Idiot's Guide series only to inadequate explana- Joe Kraynak is on your has grown to hundreds of volumes on the strength of its tions of new topics but also to side. A successful writer who clear, audience-focused writing. overuse of befuddling jargon sympathizes with consumers, and acronyms. Moreover, too Kraynak wrote The Complete Idiot's Guide to PCs, many manuals focus on descriptions of products when The Complete Idiot's Guide to Microsoft Office 2000, what readers really want are explanations of how to and The Complete Idiot's Guide to Upgrading Your use them. Such problems aren't limited to technology, PC. He thinks people are right to criticize the manuals either; people writing about finances, government that come with PCs, phones, and other complex prod- regulations, business processes, and other complex ucts. Many high-tech products make intelligent peo- topics frequently fail to understand and accommodate ple feel, well, like idiots. That frustration with complex their readers' needs. topics and ineffective attempts at explaining them has "I try to put myself in the shoes of a new user, to fueled the rapid growth of the Complete Idiot's series, think like somebody I know," says Kraynak. He advises which now covers hundreds of subjects. Kraynak and all writers to do the same. What essential information other experts know that the problem is often the user do your readers need first? Which less-important manual, not the user. Of course, Kraynak and other details can wait until later? What style of writing will authors in the Complete Idiot's series don't think their be most effective? In addition to explaining complex readers are idiots at all-quite the contrary. In fact, the ideas, Kraynak tries to entertain and educate. Follow first words on the publisher's website illustrate that his example and focus on your readersit will keep respect for their audience: "You're no idiot! Like most your business messages from gathering dust like all of our visitors, you're smart, curious, at ease with your- those forgotten high-tech products in your closet. self, and interested in learning