Apply STP to choose a segment, target, and position before writing campaign copy.
The reframe: the slogan is the last move, not the first move. Segment before you say anything STP is useful because it prevents a campaign from becoming a compromise between every possible buyer. Segmentation asks what differences in the market actually matter: urgency, pain, buying committee, budget, trigger event, current workaround, and channel access. Targeting asks which of those groups is worth choosing right now. Positioning then turns the choice into a memorable comparison: for this buyer, in this situation, we are the better way to get this result. The power is in the order. If you position before choosing…
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