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Adapting Communications Styles to the Needs of the Market

In: Lessons on Profiting from Diversity

Author

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  • Holly Buchanan

Abstract

Rule number one in copywriting is to write for the audience (Cornelissen, 2000). It is important to know demographics, psycho-graphics, and more specifically what buying process and communication style an audience prefers when shopping for a product or service. The problem is that not all of an audience will have the same preferences. The challenge becomes: how to establish the different preferences, and determine which predominate?

Suggested Citation

  • Holly Buchanan, 2012. "Adapting Communications Styles to the Needs of the Market," Palgrave Macmillan Books, in: Gloria Moss (ed.), Lessons on Profiting from Diversity, chapter 5, pages 117-124, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-35505-7_5
    DOI: 10.1057/9780230355057_5
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