Whether you’re putting an email together or building a brand from the ground up, audience is everything. The golden rule of branding and copywriting is that you need to understand your customers – their motivations, their interests, their desires.
That’s why the first step in a big new copy project is often a customer survey – a look at perceptions and preferences that you can use to underpin your decision making. Things like where you’re most likely to reach people, or what’s most likely to convince them.
But there’s one thing I see that’s overlooked again and again. A single finding that affects everything.