A big
key to successful marketing is to tailor your
message to your ideal customers’ needs.
Of course, this means that you must first identify
and study your target market. What is your market’s
size, demographics, hot buttons, etc.? How do
these people talk, act and think? What challenges
do they face? What issues are important to them?
And – most importantly - what is it about
your product or service that would particularly
appeal to this group?
Learn as much
as you can, and then use this information to
create a successful, targeted marketing program
that generates leads and sales for your business.
Linda Coss
949-699-2749
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Who's
Your Target? |
Before
you can create a successful ad, website, brochure,
direct mail letter or other marketing piece, you
must first ask an important question: Exactly
who is the target audience? After all, your business
most likely has a number of different target audiences,
each of which has their own particular hot buttons,
needs and wants. The most successful marketing
campaigns are those that target the specific needs
and wants of a particular market segment.
Identify
All of Your Target Audiences
For example, say you manufacture a product that
is sold both to retail stores and direct to consumers
through a website. Your list of target audiences
might include:
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Potential, current and past customers; people
who inquired about your product in the past
but did not make a purchase at the time
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Potential, current, past and inquiring retail
stores and distributors
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Influencers (people in positions of authority
who could recommend your product to consumers)
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Media (trade and consumer publications, newsletters,
e-zines, radio, TV, etc.)
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And more
Tailor Your Message
Rank your list
in order of importance, and then decide which
group or groups you will focus on with this marketing
piece. Think about the specific benefits that
your product or service brings to these groups
and tailor your message accordingly. For example,
while retail stores might want to know about your
product’s compact and attractive packaging,
consumers are probably much more interested in
your product’s durability.
Finally,
make sure that everything about your marketing
piece – words, colors, overall layout, photos
used, etc. – speaks directly to your chosen
audience.
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| Customer
Spotlight:
B2B Credit, Inc.
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B2B
Credit, based in Houston, Texas, was founded
to help people realize their business ownership
dreams. B2B specializes in helping new business
owners build business credit and a positive
business credit history without affecting or
using their personal credit, being exposed to
the risks of personal guarantees or paying thousands
of dollars. Their marketing program is geared
towards a target audience of entrepreneurs,
new business owners and people who are working
on getting a business off the ground.
My
work for B2B Credit has included editing or
rewriting their website copy, writing an article
based on the website information and writing
a variety of “boiler plate” letters
and emails. To learn more about B2B Credit,
click
here.
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| ©
2007 Linda Marienhoff Coss |
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About Linda |
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Linda Coss is a freelance marketing writer who helps businesses become more profitable by writing persuasive, targeted and effective messages for their brochures, websites, letters, ads, fliers, press releases, newsletters and other written materials.
Whether you need something written "from scratch" or want a professional to edit what you've created, Linda is your on-call marketing writer.
For more information
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