If you’re writing something that will be presented, recorded, or just spoken aloud, there’s a very simple way to make it even more effective.
No matter how many people may be in your audience, write it to just one of them. Even if you envision an audience of thousands, choose one person and write to him (or her). If you find that difficult, imagine that your mother is going to be listening, and write your copy to her.
Whether you’re creating an on-hold message, a sales presentation, or a speech before thousands of people, write with a single listener in mind, and your copy will be more personal and engaging.