This is the introduction to an article I first published on Medium.
The first question I ask subscribers to my 5 copywriting principles you need to know email series is simple. Who is your target market? For many B2B business people, the answer comes quickly and easily. It’s SMEs. It’s manufacturers. It’s accountants. It’s schools.
I think those answers are wrong. If you’re a B2B business your product or service might well be bought by SMEs, manufacturers or schools. But the decision to purchase your product or service wasn’t made by a business. It was made by a person working in that business.
