Hugh Mackay on the ten desires that make your target audience tick.

hugh mackay

Since introducing Hugh Mackay’s Ten Desires that Drive Us into my copywriting course in 2011, hundreds of students have been declaring it a revelation. These ten desires revealed to them a target audience beyond postcodes, wants and “pain points”. So much so that you could profile a target audience to the point of visualising him or […]

In the craft of copywriting, empathy is all.

Every day and much of the night, the hotel manager in Colombo faces sub-conscious “snap decisions” from customers when stuff goes wrong and stuff goes right and it’s human nature to focus on the wrong. And there’s the online teacher in Melbourne who lives in a perpetual state of change fatigue and knowledge insecurity brought […]