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One Product, Three Customers, Three Different Ways to Write
by Karon Thackston
Published on this site: April 25th, 2006 - See
more articles from this month
My soapbox is just about worn out. I've been preaching the
necessity of knowing your target audience for at least 10
years. "You can't write effectively to someone you don't
know," is how my spiel would normally go. When one day
someone asked me to show him what I was talking about. "I'm
writing copy for computers," he said. "Everybody
needs and can use a computer. How could a general product
like that possibly have different target audiences?"
I'll show you exactly how.
Be Specific With Your Definition
Don't ever begin an analysis of your target audience with
the word "everybody." The people who fit into your
target group are individuals. They certainly share common
traits, needs and wants, but they are unique. When defining
your customer base, and the segments within it, be as specific
as possible.
Senior Citizens
If we go back to the computer example, we would surely
find several segments within the target group who buy computers.
One would be senior citizens. According to the Pew Internet
& American Life Project Report, 54% of Americans ages
60-69 go online. In fact, 21% of those over the age of 70
also go online. In order to surf the Internet, these people
need a computer.
What concerns do seniors have when it comes to computers?
Fear is a big emotion that comes into play with this crowd.
While they love the idea of being able to keep in touch with
family and friends, many in this age bracket have a hang-up
with learning to use new technology. Ease of use and a low
learning curve are some things that must be communicated clearly.
High School and College Students
Having grown up using computers in the classroom, and
most likely at home, students are generally very comfortable
and confident with this technology. If something breaks, they'll
figure it out themselves or just get a new computer. Portability,
the latest technology and speed are the biggest factors for
students.
With many younger users, gaming is a primary function, so
the computer they want/need has to have large amounts of RAM,
hard drive space and virtual memory. What about cost? Mom
and dad are almost always the money source for a student's
computer, so the student isn't interested in the price. If
mom and dad can't afford it, there is always grandma and grandpa.
Small Businesses
While computers are a tax-deductible business expense,
small businesses are still concerned with price. They are
also leery of low price points and special offers because,
most of the time, small businesses will need to add a good
bit of additional equipment to a basic computer which ups
the price.
Small businesses also normally have no full-time IT staff,
so support is an issue that comes into play. Is help available
to answer questions or troubleshoot if and when networking
doesn't go smoothly? What about repairs? If the computer requires
any service, is it done on-site or does the computer have
to be shipped to some nameless service center? Is there a
guaranteed time for repairs to be completed?
As you can see, each segment has its own concerns about buying
a computer. While "everybody" may need one, every
person does not have the same concerns or needs when making
a computer purchase.
Before assuming that every member of your target audience
is alike, take some time to do a little research. Conduct
an informal survey, ask questions and talk with customers
one-on-one. Find out what their wants are, what concerns they
have or what they'd most like to see you offer. Once you find
out, write so that you communicate directly with them on their
level. You'll find your conversion rates rise when you give
your visitors the information they want.
Karon Thackston - Copy not getting results? Learn to
write SEO copy that impresses the engines and your visitors
at http://www.copywritingcourse.com.
Be sure to also check out Karon's report "How To Increase
Keyword Saturation (Without Destroying the Flow of Your Copy)"
at
http://www.copywritingcourse.com/keyword
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