Amid disruption and uncertainty, readers need clarity. They want you to get to the point with information they can use—whether they’re consumers, top executives or other decision-makers.

We focus on the following touchstones as we write finance, tech and health care content related to COVID-19:

See through your readers’ eyes. Imagine you are a member of your audience: You have their challenges, responsibilities and concerns. What information will actually help you? (Not product pushes.)

Tell the truth. False certainty rings hollow, especially when people are worried. It’s harder but more useful to be honest, even if that means acknowledging that you don’t have all the answers right now. In your content, distinguish between what you know, what you think and what you assume.

Set readers up to succeed. If you suggest an action, make sure you equip your audience to take it. Ask yourself: Could I follow our advice using only what’s in the content?

Be concise. Readers are caught in an avalanche of information. Respect their time by being direct and succinct.

These principles boil down to a single directive: Practice empathy for readers. That’s a worthy objective in the best of times, and it’s critical now.

Please reach out to us if you’d like to talk about empathy or anything else.