A message that works for students at a Tamale university will not land the same way with market women in Bolgatanga or civil servants in Wa. Job adverts for junior marketers in Ghana regularly ask for market research and competitor monitoring. Both come down to the same skill: finding out who you are talking to and what else they are seeing.
Describe the audience
Start by writing a short description of the people a business wants to reach. Cover:
- Who they are. Age range, where they live, what they do for a living.
- What they need. The problem the business solves for them.
- What worries them. Price, quality, fake products, delivery, trust.
- Language. English, Dagbani, Twi, Hausa, Pidgin or a mix. A short line in Dagbani can make people in Tamale feel the post is truly for them.
- Apps and habits. WhatsApp, Facebook, TikTok, radio, church announcements. When are they online? Many people buy data in small bundles, so they skip heavy videos.
Some marketers turn this into a "persona": a made up person who represents the typical customer, with a name and a short story. That helps you write as if you are talking to one real person.
Learn from competitors
Next, look at two or three similar businesses. You are not copying them. You are learning what customers in that market already see. Note: