Your audience is one single reader. I have found that sometimes, it helps to pick out that one person--a real person you know, or an imagined one--and write to that one.1
Quick reference to one of my previous posts: When Is This Ever Going to Help Me? Foundational, essential marketing principle in classic American Literature? There you have it. As I've said before: hire an English teacher.
1 - John Steinbeck. "2/13-14/1962 letter to Robert Wallsten," from Steinbeck: A Life in Letters, Elaine A. Steinbeck and Robert Wallsten, ed. (New York:Viking Penguin, 1975)
Reminder in Waiting for Your Cat to Bark?
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