<span style="color: #000000;">Perhaps the most basic question you have to ask yourself before creating any marketing/communications materials is:</span>

<span style="color: #000000;"><strong>Who is my target audience?</strong></span>

<span style="color: #000000;">The more you know who they are, where they are and what they need, the better your materials will be.</span>

<span style="color: #000000;">And yet. A couple of days ago, I was driving down Massachusetts Avenue in Northwest D.C. and saw a sign outside of a church that made me wonder.</span>

<span style="color: #000000;">The sign said: </span>
<p style="text-align: center;"><span style="color: #000000;"><em>English Classes Available. Please Call [telephone number] to Enroll.</em></span></p>
<span style="color: #000000;">Now, if you need to learn English, can you read English? Nope. Is the audience for this sign people who know people who need to learn English? Perhaps. I would think this sign would be more effective if it were written in the language of the people you are trying to target, don't you think?</span>

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