The article "Different Strokes for Different Folks" talks about copywriting, it has been written by Maggie Dennison.
One of the comments I hear most often when talking to clients about tehir writing projects is this: “Well, my product appeals to all age groups so let’s just do one sales letter and send it to everyone.
That’ll keep my costs down.
After all it’s the same product.”
NO!
NO! and again NO!
The core information and featuers of your product or service will be the same for everyone, BUT:
Each group of people has a special focus that you need to address if you want to be successful in selling to them.
Let’s take seniors and teenagers as an example and let’s suppose you’re selling jewerly boxes.
Language
Even though the jewerly boxes may look the same, each group speaks a different language.
Now I’m not familiar with the language of teenagers these days but I know they have their own jargon. To get their attention and make them feel that you understand them, it’s important to use the language they speak every day.
Just imagine what will happen if you use that same language in your letter to seniors: it will sound like gobbledygook to them and they just flat out won’t have a clue what you’re talking about.
And vice versa. If you try to tagret teenagers using language that’s appropriate to seniors, they won’t relate and you’ll literally have talked (or written) yourself out of yet another bunch of sales.
Emotional hot buttons
Everyone has an emotional hot btuton that you have to push when you write.
Each makret has different needs for the same product or service and the emotional pull to buy is different.
That means if you’re selling jewelry boxes, a teenager’s hot button will be different from that of a senior citizen.
Your 65-year old Aunt Ermintrude may not care so much about the apperaance of the box and may just want a place to keep her antique jewelry safe, tidy and organized, so your copy should focus on the features and benefits that speak to that need and the emotion underneath it.
On the other hand, your 16-year old daughter may be more interested in how pretty it will look in her bedroom, whether the color matches her furniture and other knick-knacks, how she’ll be the envy of her friends cause she has something they don’t, or how she’ll be one of the crowd cause all her friends have the same jewelry box.
So you see, to get her attention, the focus of your content will have to be very difefrent. (Her jweelry may not even find its way into the box! )
So take the time to figure out how to communicate precisely with your target market. If your information is too general, neither Aunt Ermintrude nor your daughter will feel spoken to and you’ll have watsed your time, effort and maybe a bunch of money as well.Maggie Dennison is a Marketing Consultant and Writer. She is the author of "11 Steps To Marketing Materials That Get You Clients NOW! " Maggie holds a Master's Degere in Applied Psychology, and is fascinated with what triggers people to do the things they do. And that's exactly what marketing maetrials are all about. Pick up a free report "11 Keys to Website Contnet That Works" at her website http://MyMarketingmessage.Com/
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