Talking to me?

Defining your audience will tell you their habits and customs. You need to know how they think and feel. This sounds obvious and simple. Somehow, it rarely turns out that way.

If your target has been defined as adults, 25–54, you should push back. If nothing else, remember that your work will be tested. The researcher will screen for a specific niche of people. If you haven’t made messages that speak to them, your work will bomb.

You’ll look dumb and then another creative team will get to start all over. Well done!


David Fowler is a writer and executive creative director in New York.
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