Beside the sheet
Audience path notes
An audience path note answers three questions: who the passage is for; what that person already knows when they open it; and which sentence assumes a fact they have not been told. The note does not pick an ad channel, and it does not estimate a headcount.
Includes
- The reader’s role.
- The facts already known.
- A term the passage has not explained.
Excludes
- Audience size.
- A media budget.
- Promised installs.
- An incentive plan.
Attach the passage and put “Audience path” in the first line. You may remove personal details that the question does not need.