Your audience analysis will determine your choice of content – what and how much information you need to give – and style – how you will present this information. Style refers to the emphasis you put on certain ideas and the tone that you adopt in relation to the information you present: your overall attitude and approach as this manifests in the language you use. Your style is formed through your word choice and sentence structure. So, following the results of your audience analysis, you may decide to show a lighthearted approach through your writing – or maybe an evaluative, serious, pompous or respectful approach. In all, for a text to be successful, there must be writer-reader complicity. In other words, the readers must feel that the writer is on their side, supporting their interests and respecting their needs. If readers feel that a writer treats them as an example of a general category, rather than as specific individuals or a specific company, they are more likely to resist accepting the information given.