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Mostly, it’s a good idea. Mostly. Oh dear. Everybody’s doing it – going informal, that is. For some, it works brilliantly: my mobile phone fact-finding mission (see below) yielded up some gems. In the cool stakes, Virgin’s number one. They’d be my choice if I was cool. (I’m not.) Banks, however, are a different matter. They have a wide [...] Products, positioning and the art of segmentation A couple of months ago, I decided it was time to upgrade my mobile phone. Not just the phone, but the contract – an all-singing, all-dancing service, with web browsing, instant email and WiFi. Never go shopping with a copywriter. Years ago, I went to to see a play with [...] It’s the benefits, stupid Speak to any copywriter, and you’ll hear a familiar refrain: benefits, not features. Seems simple enough. But in practice, it’s not always that easy. We all have a natural tendency to describe things literally: ’This is a luxury 4×4 , with soft leather seats, an onboard computer and 15 different seating configurations’. Those are the [...] …or why you should never make assumptions about your audience “I’ve got a website that’s doing very well,” she said. “But now, I want to target the gay market – the same service, but positioned differently. So I’m going to launch a second site, with copy aimed specifically at them.” I was intrigued. How was it going [...] |
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