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Segmenting Your Target Audience Through Your Copywriting
By Karon Thackston, Sat Dec 10th

by Karon Thackston © 2004 http://www.copywritingcourse.com

Ask any copywriter what the first commandment of copywriting isand they’ll quickly tell you “Know Thy Target Audience.” Inorder to write effectively you have to know this one group ofpeople and know them well. I guess that’s why many people get sofrustrated when it seems they have more than one preferredcustomer base. One of the most frequent questions I get askedis, “What if I have more than one target audience?” In allactuality, you probably don’t. You just have different segmentsof the same audience.

Segmenting your target audience is a very common practice…almost expected even. Let me explain. Perhaps you sell anutritional supplement. Think of all the people who might useyour nutritional supplement. There are adults, pregnant women,growing teenagers, children, senior citizens, athletes, and manyothers. While all of these may seem to be entirely differenttarget markets, they are actually just segments of the samenutritional supplement market. These people all have a need andan interest in nutritional supplements, but for very differentreasons.

While some of the information you provide to each segment willbe general and apply to everyone, other information will bespecific to that particular segment.

Information Specific To Each Segment

For instance, everyone will want to know the overall benefits oftaking the nutritional supplement you offer. Perhaps they canexpect to have more energy, lose a little weight, or prevent orcure certain diseases. Everyone cares about these benefits. Butyour nutritional supplement may offer other benefits that onlycertain customers would have a need/want for.

Pregnant women want a nutritional supplement that has highlevels of folic acid and other nutrients that will aid theirdeveloping babies. Senior citizens may have a need forsupplements that contain higher levels of calcium (and in a morereadily absorbable form). Athletes burn a lot of nutrients andhave a higher chance of getting injured so those things areimportant to them.

Make the information about your product or service specific towhatever the needs of each segment are. You can do this inspecific ways through a variety of different advertising mediums.

Segmenting In Brochures

Create ...

{PS vitamin - herb tea: tea-like drink made of leaves of various herbs }

... one brochure with the general information laid out withinits panels. Then create a separate, single panel addressing theneeds/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, andyou 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 isapplicable to all your site visitors. Then break out theinformation specific to each segment of your market. Give abrief description of the details that this segment can expect tofind and a link to the page where they’ll find them.

When your customers click to the various pages, they’ll findspecifics on how your product will benefit them and theirspecial needs.

NOTE: When you segment on the Web, you also have a greatopportunity for search engine optimization. Many excellentkeyphrases come from highly specific phrases. So, instead of“nutritional supplements,” you might find that “nutritionalsupplements for seniors” or “nutritional supplements forathletes” will give you the high rankings you want.

Segmenting In Print

Are you running newspaper ads? If so, ask about multipleplacement discounts. Many papers will give you discounts forrunning ads in various sections of the paper at the same time.This gives you greater exposure and also allows you to segmentyour market through the use of the different sections.

Before you lump all your customers into one category, take agood hard look. Do they have different needs? Do you see variousgroups immerging from the crowd? Is there a way to segment yourmarket? 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 yourtarget audience, you’ll be better equipped to write copy thatappeals to them. When you accomplish this through yourcopywriting, you’ll find yourself with higher conversion ratiosand more sales.

About the author:Copy not getting results? Learn to write SEO copy that impressesthe engines and your visitors athttp://www.copywritingcourse.com. Be sure to check out Karon’slatest e-report “How To Increase Keyword Saturation (WithoutDestroying the Flow of Your Copy)” athttp://www.copywritingcourse.com/keyword.

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