Here’s a great vlog by Jim Everett on how effectively Starbucks employs audience-centred writing. Jim’s writing and speaking exemplify the best of web usability in itself.
"On behalf of the University of British Columbia, I am writing with warm congratulations on the completion and upcoming performance of “Refuge”, as part of the Tárogató Project - a concert of Hungarian music and stories. It is my understanding that a vital part of this concert will be the story of the group of students and professors from the University of Sopron who fled Hungary during the Soviet occupation of 1956 and found a home at the University of British Columbia’s Faculty of Forestry.…the real story here is the legacy that these students imprinted on forest practices in British Columbia.…and helped position British Columbia as a world leader in sustainable forestry and forest practices.
This legacy is something that UBC is very proud of and one that we cherish and celebrate. For this reason, we are very grateful that this story resonated with you and compelled you to compose and perform this musical piece.”