The Biggest Lie Taught in Creative Writing

The avatar is the biggest joke in copywriting. And you’ve probably fallen patsy to it. We all have at some point.

We’re taught when we start creative writing copy for our businesses that the “avatar” is a must-have. If you don’t know WHO you’re writing to, how can you write to them?

That’s the lesson most preached. And it’s the biggest farce out there.

It was the easiest way marketers and business owners could relate their products and services to a real human. We’d make up some random person (or use one of our brand lunatics – utter term of endearment) and start creative writing andcreating content for Jane Doe (a bottle blonde, slightly overweight), age 36, married, 2.5 kids, and a Volvo driver.

But in truth, it doesn’t matter what your avatar looks like. How old she is. Or even what he drives.

What matters is his soulprint.

The Biggest Lie Taught in Creative Writing


Rick Duris is CopyRanger.

Leave a Reply

5 × 2 =