What does it for you? I mean raises your eyebrows. For me, it’s discovering that golden nugget about a client’s business, brand, product or service that you instantly know will resonate with their target audience.
Often overlooked or taken for granted by the company itself, this little bit of treasure might take hours of interviews or brand workshops to come to light, mountains of desk-based research or a chance remark overheard on a site visit.
However you reach it, the prize is the same – a key, ownable differentiator, USP in marketing speak or brand truth. Bit like Roger Moore’s eyebrows!
John Ormston Copywriting 