Copywriters love to tell clients they can create compelling copy.
Few of them ever mention whom they think they’re compelling.
That’s because too few of them have ever given it the thought it deserves.
One of the first rules of copywriting is to know your audience, and many copywriters are fairly skilled at creating copy designed to appeal to, say, a 60-year-old female retiree who’s confused about her insurance options.
The problem is that that’s not how Dorothea in Florida thinks of herself.