The One Unbreakable Rule in Business Writing
Harvard Business Review
SEPTEMBER 13, 2016
For example, if you want clients for your CTO coaching business, then chief technology officers (and the people who know them) are your audience. Generally speaking, people actively share writing (or anything) if it makes them look smart or successful, they got a lot of value from it, or it somehow projects an identity they want to broadcast to the world. People do not share things that make them look or feel stupid, project an undesirable image, or are hard to explain.