You are about to start writing an online sales page.
Your client has given you the briefing information you need. You know all about the product or service you are going to be selling. And you also have some information on the demographics of your audience.
Let’s say the demographic information is reasonably complete. You know that prospective buyers are between the ages of 18 and 65, with the bulk of buyers being in the 35-50 age group. Most own their own homes. 65% female and 35% male.
Hopefully you can now form a picture of your buyers in your mind, and write your sales copy in a way that will resonate with them.
But hang on.
Just because you have that demographic information and know who you are writing to doesn’t mean that everyone in the target audience will respond the same way to your sales copy.