Following on from last week’s post on writing ads fit for purpose, we’ve got our first premise: “all ads fail unless we know who we’re writing them for”, so what now? Well, first you need to understand what a premise is and why it matters. If you haven’t read the 6 part introduction to copywriting

How many times do you see an ad and groan? Why? Because it’s not fit for YOUR purpose. It may be fit for the purpose (audience) it was made, but your groan is the only opinion that matters… to you. In other words, your opinion is irrelevant, with one caveat… your purpose in looking at