3 Reasons Why "Know Your Audience" is Bullshit (And 3 Ways It Isn't)

Box Cutter Co. Free Issue No. 69

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👉 “Know your audience!”

The mantra drilled into every prospective and active writer, spewed all over social media, taught in countless courses.

I teach university-level courses in which this adage is hammered. These are first through fourth-year Communications courses.

But, in some writing, this adage is complete bullshit.

The key is learning when to unpeel the bullshit from the required.

Far too often, this well-worn phrase becomes a straightjacket, hampering words, killing creativity, and suffocating authenticity.

But, in some cases, knowing your audience is critical.

Here are 6 ways to tell the difference.

3 Ways When ‘Know Your Audience’ Is Complete Bullshit

1. Creative Expression

If you’re writing creatively (or creating creatively)—whether it’s fiction, poetry, or something reflective—catering to an audience will kill your authenticity.

This writing doesn’t ask for approval. Nor seek it.

It just is.

When we write creatively, we’re not writing for “them”. We write for the story, the image, the feeling, the memory.

No audience is going to tell you how to do that. The story decides. You follow.

Simple as that.

The moment you start writing for an audience, you risk losing the very essence of what makes your work unique. Your job is to bear witness to the truths, not fit into someone else’s.

2. Personal Writing

Personal writing comes from the gut, the psyche, the soul. It’s raw, honest and real.

It won’t ‘land’ with everyone. It may land with no one. But it took off from you.

These pieces don’t need to be “liked” ♥️ 👍. They just need to be true (to you).

When you write with an audience in mind, to some audience in mind, you will start to lie, fib, and wander.

Often not big lies, but small ones.

Probably soften the edges (for “them”). Smooth the rough spots (for “them”). But the rough spots are often the truth (your truths).

Don’t worry about who’s reading. Who’s targeted. Write it for yourself. Write it from your Self.

3. Philosophical and Experimental Writing

Writing that challenges the mind doesn’t need to cater (unless that’s what it was hired to do).

It intends to explore, question, push boundaries. To ask questions without easy answers. Sometimes none. Philosophy isn’t about comfort food (catered or not).

It’s often about digging deeper, unpacking, unpeeling.

Experimentation isn’t about clarity. It’s about discovery, new paths, new ways of considering. (Sort of like this issue of Box Cutter Co.)

If you’re thinking about the audience, you’re probably playing it safe. Playing it safe isn’t the point. Playing it safe is why speed limits and helicopter parents were invented.

Writing from this context is about challenging the status quo, instigating some discomfort (yours’ and others’) and exposing ideas that don’t fit neatly into boxes.

You are writing to push the edges of thought and language and conformity.

If you’re constantly thinking about your audience, you’re less likely to take risks, to venture into the unknown and uncomfortable.

You’re not writing to be liked.

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3 Ways When “Know Your Audience” Is Critical

1. Marketing

In marketing, knowing your audience isn’t just helpful—it’s vital. Marketing is about the message AND the target.

Here, the audience is essential. You need to know who you’re talking to. Who you’re writing to.

And why.

• What do they want?

• What do they need?

• What do they fear?

Speak directly to that. Don’t dance around it.

Be clear. Be concise. Hit the mark. Bullseye.

This isn’t about selling out — it’s simply about selling.

It’s about making your message land. Precisely. Words crafted and placed with precision will make your audience respond — and when needed, buy. Purchase. Join.

2. Instructional Writing and User Manuals

I teach university classes on ‘technical writing’. I teach classes on ‘crisis communication’. And, on ‘professional communication’.

When your goal is to inform or instruct, clarity rules.

Clarity comes from knowing who you’re writing for. Whether you’re drafting a user manual or creating a how-to guide or a COVID protocols policy, knowing your audience’s level of knowledge is crucial.

• What do they know?

• What don’t they know?

Meet them where they’re at. Guide them through. Step by step.

Clear and simple. No extra words. No soul required (generally).

If you get this wrong, your instructions confuse rather than clarify. Sometimes they can even kill.

Tailor your language, simplify complexity, and make sure readers can follow. Here… is where knowing your audience isn’t just useful—it’s crucial.

3. Public Speaking and Presentations

Public speaking is connection. It’s not just talking — it’s engaging.

The audience is right there. You need to know them.

• What moves them?

• What do they care about?

• What do they expect to learn from you?

If you can speak to that. Then: 💥 🚀 [boom]

But there is a catch… don’t lose the message, don’t pander, don’t lose you. This becomes easier and smoother when you “know your audience”.

It becomes smoother and easier when you write it out beforehand.

Know your stuff. Know your audience. Know you.

Marry the three and your audience will get to know your stuff too. Or pay you to share more.

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The Art of Knowing (and Saying) Less

“Know your audience” can be good advice. Except when it’s not.

In many cases it’s Bullshit.

Like… when you write for yourself. For the truth. For the work. For the words.

Other times, you need to let an audience in. Speak directly to them. The trick is knowing when. And… never losing sight of what matters (to you).

Write true. Write clear.

I fight this all the time. Sometimes I like far too many words. But, I do, always try to keep in mind the “I” in writing.

Writing doesn’t have to fit into a box. It can be bold and authentic.

Write with some trust that your voice will resonate and land where it’s meant to.

Keep in mind that could be when you’re dead (and that’s OK). In the meantime, writing clarifies thinking, which can mean writing to and with an audience of one. Self.

Good thinking creates good writing. Good writing supports good thinking.

Rinse and repeat as necessary.

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3 Questions to Explore

When you set out (or sit down to write):

• Whose approval are you seeking?

• Are you writing to fit in, get likes, or stand out?

• What would your writing be like if no one else ever read it?

Thanks for reading. If you’d like to share 👇

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