Choose a brand that someone in your family uses. Describe the demographics of this family member. For example, if writing about your mom, you might write, “Woman in her 50s, with a household income of about $75,000 per year.” Now, expand the description to include the psychographics. For example, you might write that she is interested in reading, exercising, and traveling and pays attention to fashion.

Now write a narrative of a profile for this specific person in your target audience. While you are writing about your mom, try to step back here and describe her in a way that a stranger might view her.

You might write something such as the following:

Jenny, now 52, is married to Johnnie, an architect who enjoys the outdoors. He often takes their golden retriever, Jesse, with him on hikes in nearby parks. Jenny is fashion conscious and interested in all the latest trends. While Johnnie is an outdoorsy type, Jenny prefers to curl up with a book when the house is quiet or get out early on a Saturday to hit different garage or yard sales. She also enjoys traveling and has been to 32 different states, and she hopes to one day check off all 50 states.

Now, go back to your brand. Do you have any new insights that might help with developing the advertising approach? What might they be?