Chapter Five: Know Your Audience

Question 1

80/20 rule

Answer 1

20% of customers are responsible for 80% of sales

Question 2

Demographic profile

Answer 2

*Gender
*Age
*Ethnicity
*Family status
*Income
*Occupation
*Interests

Question 3

Copywriting Outline

Answer 3

A working document; conducting demographic research and segmenting customers is a one-time activity.

Question 4

The Four Rights of Advertising

Answer 4

1. Right message to the
2. Right audience at the
3. Right time in the
4. Right place

Question 5

speaking to your target audience

Answer 5

“Top quality denim lets Stylez Jeans stand up to the toughest use and abuse.”
VS.
“With the high-quality, designer denim fabric of Stylez Jeans, your legs will look slim and beautiful.”

Question 6

speaking to your target audience

Answer 6

“Maria’s Accounting Services gets your tax refund back fast.”
VS.
“Make sure you don’t miss any dedications. Visit Maria’s Accounting Services and ease the pain of taxes.”
(Small business owners usually have a balance due on their taxes.)

Question 7

how to appeal to your target demographic

Answer 7

Determine the trends that permeate through your target audience and push those hot buttons in your copy.