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copywriting :: Internet Marketing :: Copywriting
Segmenting Your Target Audience Through Your Copywriting
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Ask any copywriter what the first commandment of copywriting is
and they’ll quickly tell you “Know Thy Target Audience.” In order to
write effectively you have to know this one group of people and know
them well. I guess that’s why many people get so frustrated when it
seems they have more than one preferred customer base. One of the most
frequent questions I get asked is, “What if I have more than one target
audience?” In all actuality, you probably don’t. You just have
different segments of the same audience.
Segmenting your target audience is a very common practice… almost
expected even. Let me explain. Perhaps you sell a nutritional
supplement. Think of all the people who might use your nutritional
supplement. There are adults, pregnant women, growing teenagers,
children, senior citizens, athletes, and many others. While all of
these may seem to be entirely different target markets, they are
actually just segments of the same nutritional supplement market. These
people all have a need and an interest in nutritional supplements, but
for very different reasons.
While some of the information you provide to each segment will be
general and apply to everyone, other information will be specific to
that particular segment.
Information Specific To Each Segment
For instance, everyone will want to know the overall benefits of
taking the nutritional supplement you offer. Perhaps they can expect to
have more energy, lose a little weight, or prevent or cure certain
diseases. Everyone cares about these benefits. But your nutritional
supplement may offer other benefits that only certain customers would
have a need/want for.
Pregnant women want a nutritional supplement that has high
levels of folic acid and other nutrients that will aid their developing
babies. Senior citizens may have a need for supplements that contain
higher levels of calcium (and in a more readily absorbable form).
Athletes burn a lot of nutrients and have a higher chance of getting
injured so those things are important to them.
Make the information about your product or service specific to
whatever the needs of each segment are. You can do this in specific
ways through a variety of different advertising mediums.
Segmenting In Brochures
Create one brochure with the general information laid out
within its panels. Then create a separate, single panel addressing the
needs/wants of one specific segment of your market (seniors, athletes,
etc.). When you mail or give out your brochures, simply slip the
correct insert into the regular brochure, and you have a
custom-designed marketing piece.
Segmenting On The Web
Web sites are also an excellent place to make use of segmenting.
Starting with your home page, give general information that is
applicable to all your site visitors. Then break out the information
specific to each segment of your market. Give a brief description of
the details that this segment can expect to find and a link to the page
where they’ll find them.
When your customers click to the various pages, they’ll find
specifics on how your product will benefit them and their special
needs.
NOTE: When you segment on the Web, you also have a great opportunity for search engine optimization.
Many excellent keyphrases come from highly specific phrases. So,
instead of “nutritional supplements,” you might find that “nutritional
supplements for seniors” or “nutritional supplements for athletes” will
give you the high rankings you want.
Segmenting In Print
Are you running newspaper ads? If so, ask about multiple placement
discounts. Many papers will give you discounts for running ads in
various sections of the paper at the same time. This gives you greater
exposure and also allows you to segment your market through the use of
the different sections.
Before you lump all your customers into one category, take a good
hard look. Do they have different needs? Do you see various groups
immerging from the crowd? Is there a way to segment your market? If
your market is already broken into various segments, what is the best
way to reach each group?
Once you determine the needs and wants of each segment of your
target audience, you’ll be better equipped to write copy that appeals
to them. When you accomplish this through your copywriting, you’ll find
yourself with higher conversion ratios and more sales.
by Karon Thackston © 2004
http://www.copywritingcourse.com
About The Author
Copy not getting results? Learn to write seo copy that impresses the engines and your visitors at http://www.copywritingcourse.com.
Be sure to check out Karon’s latest e-report “How To Increase Keyword
Saturation (Without Destroying the Flow of Your Copy)” at http://www.copywritingcourse.com/keyword.
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