27 Apr

One Product, Three Customers, Three Different Ways To Write

My soapbox is just about worn out. I’ve been preaching the necessity of knowing your target audience for at least 10 years. "You can’t write effectively to someone you don’t know," is how my spiel would normally go. When one day someone asked me to show him what I was talking about. "I’m writing copy for computers," he said. "Everybody needs and can use a computer. How could a general product like that possibly have different target audiences?" I’ll show you exactly how.

Be Specific With Your Definition

Don’t ever begin an analysis of your target audience with the word "everybody." The people who fit into your target group are individuals.… Read the rest