1) “Easy to read”.
2) Reader ‘captivates the contents’.
3) Reader likes writer, because her/his way of thinking matches with writing style of writer:
Hi there! I’m a bike messenger by day, aspiring actor by night, and this is my blog. I live in Los Angeles, have a great dog named Jack, and I like piña coladas. (And gettin’ caught in the rain.)
…or something like this:
The XYZ Doohickey Company was founded in 1971, and has been providing quality doohickies to the public ever since. Located in Gotham City, XYZ employs over 2,000 people and does all kinds of awesome things for the Gotham community.
|Technical paper, Manual or Procedures||Linear Thoughts||Inform , Educate|
|Sales Letter||Persuasive||Create a Call To Action|
|Story Telling||Emotional||Narrate, Educate|
|Report or Inter Office Memo etc.||Strictly Informative||Request a decision, inform|
|Executive Summary||Strictly Informative||Inform , Educate, Update|
|Article||Strictly Informative||Inform , Educate, Update|
|Blog||Strictly Informative||Inform , Educate, Update|
|News||Informative||Inform , Educate, Update|
|Business Planning||Linear & Logical Thinking||Inform , educate, request a decision, create a call to action|