All the while I have fixed in my mind a mental picture of who will read what I’m writing.
I don’t mean “AB males aged 35-44 with a promiscuous attitude to white spirits.” I mean I think of an actual person, be it a friend, neighbour or relation, who is in the target audience.
When I see that person in my mind, I know what will appeal to them.
That way I can write copy the way I believe all copy should be written: as a conversation between two human beings rather than an announcement from manufacturer to consumer.
Excerpt from: D&Ad Copy Book by D&AD