Richard Wilson: the audience question behind a one-liner

In the series summary, Richard returned to why investor targeting came before branding and the one-liner.

The sequence had a dependency

He reviewed the early modules, ending with branding and the one-liner. He asked who the one-liner could be written for if the intended investor group had not been identified.

He connected structure with the same audience

Later in the summary, Richard said structure should also reflect the needs and concerns of the intended investor type. The closing module therefore revisited targeting as an input to several kinds of decisions.

In Richard C. Wilson's words

"Who's the one liner written for" (Richard C. Wilson, recorded Rainmaker Series module)

How to use this

Name the intended recipient before revising a one-line explanation.
Check whether the terms and materials address the same audience.

Questions and answers

Why did targeting appear early in the series?

Richard treated the intended investor as an input to later branding and communication decisions.