Graduation and the Guppy Tank

• Who are you creating ads for? — consumer segmentation: think location, demographics, motivations, values 
• What is their role? — are you selling B2B or B2C, or both? Buying for themselves or for their organization? 
• What motivates them...

You should convince your manufacturer, customer, or buyer that there’s an urgent problem that needs solving. There are four types of people you’ll be speaking with:

1. The director is someone who wants you to be very concise and to the point. 
2. The socializ...

As a content producer, the idea is that your text will serve those who read it, not yourself. So before you start writing, look at the topic you are going to write about from the point of view of your target audience. Ask yourself:

• What experience does this text create...