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I have several highly intelligent clients. I am in awe of their use of the English language. Regrettably their market is not Oxford Dons or subscribers to 'Granta' so their highly crafty copy just flies over the heads of 95% of their prospects.
I remember having discussions, over several months, with one client and the only way I could get him to test a “Low Brow” version of his copy was to get him to call 10 of the prospects for his product.
He was horrified at how down-market his prospects were and thankfully agreed to test a simplified piece of copy. The new piece lifted response by over 30% and he was delighted.
The problem is, we get used to reading our favourite newspaper and shopping at our favourite shops. Chances are this is not what the masses read or where they shop.
So my challenge this week is for you to buy a different national newspaper every day, shop at Poundland and, if you can bare it, watch a reality TV show. If you market B2C you will get a much better understanding of your market.