Let's take our house builders as an example. Perhaps you're writing for site managers? Maybe marketing directors? Or managing directors? You need to be clear on who exactly you're writing for – and that will depend on your objectives. You may well need to target more than one type of individual.
Armed with a clear understanding of your intended readership, you can then write to engage those readers. For example, site managers' concerns, aspirations and outlook on their work differ from those of, say, finance directors. There's little point in talking to them about corporate cash flow and their relationship with the bank.
If you're targeting consumers, the same principle applies: you need to know who they are, so you can engage with them on the issues that matter to them.
Where do your ideal customers live? How old are they? What clubs are they members of? Are they male or female?
The specific details you are looking for will depend on your objectives and the nature of your business and offering. Often you won't be able to identify every detail, but, as with your objectives, you're looking for a clear, tight definition. The clearer you are on your audience, the more effectively you can speak to them.
Message
What do you need to communicate? The vast majority of marketing pieces that I see fall into the trap of saying so much that they communicate nothing.
