Begin with a situation, not a demographic
“People aged 25–45” tells you little about a buying decision. Start with a specific situation: a small business owner who receives enquiries but struggles to follow up. The need is clearer, and the message can become more useful.
Write a simple audience brief
Describe the person, the problem they want to solve, what they have already tried, and what might stop them taking the next step. Separate what you know from what you are assuming. Customer conversations and sales feedback can help test those assumptions.
Connect the offer to the need
Explain what you help someone do, who it is for, and why the approach is relevant. Keep the claim specific enough to support with evidence. A clear offer is easier to communicate than a long list of capabilities.
Put the lesson to work.
Choose a business you know. Write: “We help [audience] with [problem] through [offer].” Then list three questions you would ask a customer to check your assumptions.
Examples & reflection
Worked example: a property enquiry
A hypothetical brokerage wants enquiries for a new project. “Everyone interested in Dubai” is too broad to explain a useful message. Start with a specific need, such as someone comparing homes for their own use, and identify the information they need before an enquiry.
Questions to ask
What prompted the search? What alternatives are being considered? Which details are missing? What would make the next step feel worthwhile? Use the answers to revise the brief rather than treating the first audience assumption as fact.
Check your understanding
Can you explain the audience’s problem without naming a platform? Can you distinguish the customer’s need from your own sales target? If not, spend more time on the brief before planning channels.