One of the reasons it’s so important to target your audience is that you want to talk to your audience. If you’re writing to people with no knowledge about a product or service whatsoever, you have to start by educating them about the problem and the solution. On the other hand, if you’re talking to a knowledgeable, savvy audience, you can bore them and lose readers if you spend too much time explaining the basics. To maximize your marketing return, you need to talk to your specific audience.
Identify your target audience.
One step that many companies miss when they’re developing marketing materials is to identify their target audience. Many companies make the determination “This is what I want to convey,” without thinking about the intended recipient. This is important because you might convey your message differently to different audiences.
For example, if you’re trying to sell a service, you might have two targets for your copy: people who have already had your service and understand it, and people who have never had your service and don’t know anything about it. These are two entirely different audiences, and it’s challenging to create a message targeted to both of them. You get a better ROI when you invest in a specific message for a specific audience.
Develop different messages for different audiences.
Once you determine your target audiences, work on developing different messages for each audience. In the previous example, you might want to talk to prior clients about how using your service again can benefit them. You’d probably want to create a different message for new clients, explaining what your service is and why it helps them, or how you differentiate yourselves from your competitors.
Talk to your audience.
Consider your audience’s knowledge level about your product or service when you’re creating a message. By identifying various target audiences, you can assess their knowledge individually to more accurately create a message encompassing their demographic. In the example we’re using here, the people who have already had your service are starting at a more advanced point than people who have never had your service. This means you can do less explaining your service to the repeat customers, and more targeting the benefits to their return. With new customers, you need to spend more time explaining things up front and setting up your company as a provider.
Each is effective in a different way. If you dilute your message by trying to address both audiences simultaneously, you have to provide extra information for the new clients that might simply bore or turn away existing clients, and the new clients won’t benefit from your targeting of benefits for return visits you direct at repeat clients.
Bottom line: Identify your target audience, and speak directly to your target audience. Consider their knowledge of your services and products. If you have more than one target audience, you may need to develop multiple messages. This produces a better ROI and increased conversion rates, so it’s worthwhile to spend the time and capital to create targeted, individual messages,