You may be tempted to plow through this step, but slow down. Your message may be clear to you, but without taking the time now, you may find yourself struggling to communicate it later on. Start with defining your audience, including demographics and the message they should take away. Use your company’s mission statement and the goals of this particular project to identify the problem you want to address and the solution to that problem. Finally, describe your pitch or call to action. Whether you’re introducing a new product, explaining a concept, or launching a new program, this is your time to advertise.
