A lot of advertising fails because it has been written for the wrong person/audience. As a communicator, I'm always trying to get as close as possible to my target audience. It's hard. So, how do you get to know your target audience better? You become the person you are trying to talk to. It's called method thinking. Robert DeNiro and Marlon Brando are known for their method acting skills. Closer home, Aamir Khan is known to use method acting to get inside the head of his characters. Isn't that what good communicators must do?
The next time you have to write a brief, try and get one of your team members to act like the person you're trying to talk to. It'll help you understand the person better. That apart, it'll also make sure you don't think your target person is little more than a demographic. http://en.wikipedia.org/wiki/Method_acting
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