Whenever I interview a prospective copywriting or consulting client, one of the first questions I usually ask is: “who’s this product for?”
And more often than I’d like to hear, I get the answer: “it’s for everyone.”
Experience has taught me to defer on such projects because the prospective client has no idea who his or her target market is. And that signals there’s usually a basket of oversights and problems in addition to this biggie.
Conversely, when you ask the question, “who’s this product for?” and get an answer like, “it’s for single executive women who live in Tribecca, have aspirations to be a managing director and spend their summer weekends in the Hamptons,” then this is as green as lights get. [Read more…] about Copywriting: Headline Nightmares