Language Your Audience “Gets”
Whether you are writing copy for a postcard or an email, the language you use matters. Just like products and images, the wording you use should be matched to the different demographics of your target audience(s). Let’s look at three examples: #1: Millennials Millennials have great influence and spending power, and despite conventional wisdom, they are highly influenced by direct mail. But the traditional “features and benefits” approach doesn’t work for this group. Instead,