Excellent article from E-Consultancy that reinforces what I preach: know thy target customer. In this hilarious piece, you can see first hand what a difference it makes to understand the needs and wants of your customers *before* you start writing your copy.
Harley Davidson understands this. It’s probably apocryphal, but they’re famously quoted as saying
What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.
Jo Malone also understands this. Jo Malone, if you didn’t know, sells a range of luxury personal and home fragrances, and their candles can reach up to £250. What Jo Malone sells is not the ability to have a finely scented life, but that buying a candle allows you to pretend, for the burning length of a candle or the brief top notes of a fragrance, that you live like this…
Read the entire article.
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