Don't sweat the grammar

Page 3 of 6

Flesh out the detail. If you're looking for increased sales, then identify who the sales should come from. What should those customers buy? If you're after a boost in market share, then identify how much growth you want. Which specific sectors should it come from?

If you're coming up with hazy stuff along the lines of, "More sales of any of our products to any sort of customer" then you need to be more specific. What you're after is something like "A 50% increase in sales revenues on product X, driven by increased sales to UK-based house builders turning over at least £20m per annum," or "100% growth in numbers of enquiries through our website from UK-based parents of children aged 2-4".

Consider also the time-scales over which you want to achieve your objectives. This will help you assess, later on, how successful your piece has been.

Audience
Just as there is little chance of your piece achieving much unless you set clear objectives for it, it also has little chance of communicating effectively unless you know exactly who you are communicating with.

Who does your piece need to speak to? Which individuals does it need to address to achieve its objectives?

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