Inferring a target audience from a context statement and explaining how the product positions it

What this note covers

1. Use the context statement to establish an intended audience
2. Distinguish demographic, interest and situational evidence
3. Positioning concerns an invitation to understand or respond
4. Track information and perspective across a sequence
5. Evaluate address without predicting identical reception
6. Develop a sustained audience argument
7. Build an audience claim from three different clues
8. Evaluate a mismatch between the brief and the address

8 sections · 10 key terms & formulas · 6 common mistakes