The lazy way to write a target-audience description.
Bullets should be banned. Sorry, gun fans, I don’t mean ammo. I mean those pesky black dots that show up on creative briefs everywhere. Like this: The bullets are usually followed by useless acronyms and marketing-speak such as HHI, 24-49, and other lingo. This is not thinking, it’s rote nonsense. Remember what Dave Trott said: […]
E75: Why do brief writers struggle writing a target audience description?
Airs July 20, 2022 This week, Henry Gomez (http://henrylouisgomez.com) and I return to Creative Brief Basics, a “nuts and bolts” topic. It’s old news that never gets old: Target Audience. Some brief writers forget how to dig to understand who their communication is meant to speak to. The lazy answer sometimes is, “Well, everyone.” Everyone […]
