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Segmenting In Brochures
Create one brochure with general information laid out within its panels. Then create a separate, single panel addressing needs/wants of one specific segment of your market (seniors, athletes, etc.). When you mail or give out your brochures, simply slip correct insert into 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 information specific to each segment of your market. Give a brief description of details that this segment can expect to find and a link to page where they’ll find them.
When your customers click to various pages, they’ll find specifics on how your product will benefit them and their special needs.
NOTE: When you segment on 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 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 paper at same time. This gives you greater exposure and also allows you to segment your market through use of 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 crowd? Is there a way to segment your market? If your market is already broken into various segments, what is best way to reach each group?
Once you determine 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.
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