Who are you trying to reach, and what do you want them to do?
The first rule of rhetoric is, "Know your audience." Audience analysis is a fundamental issue that often gets overlooked. Every public figure or organization has more than one audience. In fact, you typically have five different audiences.
Audience analysis is fundamental and can help, but is often overlooked. Learn how to identify your audience, speak to them and see your response rate increase.
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Where is this article about audience analysis? It sounds interesting.