Aim an arrow at the whole lake and it slips in and sinks. Aim at one blossom on a single lily pad, and suddenly the water moves — ripples begin, circles widening, energy traveling outward. The impact is clear and also far-reaching.
One of the first things I ask a new author is this:
“Who is the one person you are speaking [writing] to?”
And almost every time, I hear a generality. They reply “anyone,” or they believe that saying “a lake” is targeted enough.
“It’s for divorced women.”
“It’s for recent college grads.”
“It’s for leaders.”
“It’s for people who want to grow.”
That’s not specific enough.
“All divorced women” is not a person.
“All recent college grads” is not a person.
If you write to a category, your writing will drift. It will become broad. Diluted. You’ll start explaining too much. Defining too much. Carefully trying not to leave anyone out.
And ironically… you’ll lose the very power you’re hoping to create.
Stephen King agrees. You know, the author who has sold nearly 400 million copies of his books…In his excellent book (you should read) On Writing, he says he always writes to ONE target reader. Seems to work.
Again, “Who is ONE real person you want to connect with?” There’s no right answer, it’s YOUR CHOICE.
Perhaps she is in shock to realize she’s turning 30—her life looks great on FB, but feels confusing and empty…should she be focused on her career or marriage or what?
Or, maybe he is a panicked college grad whose career hasn’t launched the way he thought it would (and there’s that pesky mountain of student loan debt). More than anything, he wants to start his own company, but can’t get a grip on how to make that happen.
Or—it’s a younger version of you.
Quite commonly, a person realizes they have a strong, impassioned message for their younger self—and with a little thought, can pinpoint the age where some particular wisdom would be pivotal.
When you write to one person, something changes.
Your tone is conversational.
Your message sharpens.
Your stories become more honest.
Your examples become more specific.
Your compassion becomes real.
And here’s the important part:
Writing to one does not exclude everyone else. In fact, the opposite is true.
When your message is specific, it becomes universal.
A client recently shared something that made me smile. The powerful wisdom in the Book of Proverbs—those timeless lines about choosing wise companionship, discipline, integrity, restraint, finances—were written from a father to his son.
“My son, listen…”
“My son, do not forget…”
It wasn’t written as a leadership seminar.
It wasn’t addressed to “all people everywhere.”
It was wisdom passed from one heart to another.
And yet, for thousands of years, millions have drawn strength from it…and today, and tomorrow.
Because it was personal (thank you, King Solomon!).
With your one person top of mind, you start caring.
And care is compelling.
Trying to reach everyone makes your writing safer.
Writing to one makes it braver.
Trying to reach everyone makes you abstract.
Writing to one makes you concrete.
Trying to reach everyone makes you sound like an expert.
Writing to one makes you sound like a human intending to be helpful.
And humans connect.
Of course, many people who are not your “one person” will read your book and find great value. They will see themselves in your stories. They will find insight in your lessons.
But they will feel the power because it was written with clarity and conviction — not because you tried to accommodate every possible reader.
So choose. Somewhere, there is one person who needs to hear what you have to say. Imagine them reading your writing and exclaiming, “Wow! This is speaking directly to me.”
Write to them.
Serve them.
Care for them through your words.
You will reach far more people than you imagine.
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