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On Message by Theo Theobald

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Chapter Nine

Segmenting an audience

When taking the brief for a new advertising campaign the copywriter asked the client, ‘What kind of people come in here?’

‘All sorts’, came the reply.

Naturally all sorts of people walk through the doors of any business − tall, short, blonde, brunette − but there is something a bit more fundamental which binds this ‘all sorts’ together and sets them apart from the ‘all sorts’ who walk into the store down the road.

This is much easier to grasp when we begin to think about particular kinds of business. What are the ‘all sorts’ like who walk through the doors of the Porsche dealership? To begin with, they’re the kind of ‘all sorts’ who are doing okay in life, they’ve made some money along the way. But their ...

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