Lesson Five:

It’s All About the Audience

Don’t solve the client’s problem, solve the customer’s

Clearly a man in tune with his audience.

Prepare for an unpalatable truth: It’s not about what you want to say; it’s about what they—your audience—want to hear. Yes, you’ve got to cover the points your client briefed you on, but if that’s all you do then there’s a fair chance you won’t really engage your audience. And that, gentle reader, is what this whole copywriting business is all about.

The genuine London road sign on the right is an escapee. If you were to spend a day with your local public works department— the people responsible for road signs ...

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