- Objective. & STA.

Don't assume that the audience knows what you want them to do. Your task is to convey the main idea of the of the product and get them interested in taking a key action. For example, with this advertising campaign, you need to get 1000 applications for a certain service. THE STA (call to action) should sound something like this: Go to by reference и leave application.

- Target audience.

It's straightforward basics. Each segment of your target audience should find a solution & benefit & use for themselves. See "your" trigger. If you want to sell a blanket for a grandmother, you need to use a completely different writing style than if you were selling it to a young blogger.

1. Identify all the different audience segments that may be interested in your product.

2. When writing a message, focus on the special interests and problems of each segment. For a grandmother, for example, emphasize that the plaid is warm and pleasant. For a girl, explain that it's perfect for insta-photos.