by Karon Thackston © 2004 http://www.copywritingcourse.com
Ask any copywriter what 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 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 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 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 same nutritional supplement market. These people all have a need and an interest in nutritional supplements, but for very different reasons.
While some of 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 overall benefits of taking 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 information about your product or service specific to whatever needs of each segment are. You can do this in specific ways through a variety of different advertising mediums.