Use Multiple Perspectives

Last week I did some work for a client, developing content for an upcoming campaign. In particular, I crafted a message to go to the same general audience, with some tweaks relative to whether the target was an existing or prospective customer. The message, though, was consistent.

The actual copy, however, differed a bit. I approached it from 5 distinct perspectives, one for each of the core groups associated with my client. This does two things. First, it gives us greater flexibility in marketing the service. Second, it helps refine the core message and create variety in communicating it.

In all, I ended up with 9 sender-receiver combinations delivering the same basic message. Each yielded unique copy.

The next time you sit down to write your message copy, approach it using multiple perspectives. Who are the various people that could deliver the message for you? How would you segment your audience? And what would they expect to hear from each sender?

You’ll be amazed at the results.

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