A while back, one Canuck subscriber wriggled free of the bonds of decorum long enough to question my muscular ways:
“I noticed you go for a lot of US content, popular references, etc. but I’m in Thornhill [an area just North of Toronto]. Wouldn’t it make more sense to segment US vs. Canada so it feels more personal to me?”
Well spotted my warmth-deficient friend.
Here’s what that’s all ‘a-boot’.
Most of my clients and subscribers (about 70%) are US based.
Setting aside that to segment peeps by their IP address would be so highly impractical that it would scarcely be worth the time and aggravation…and the fact that the only folks still left on the planet that don’t understand what a broadcast email is are sequestered in remote tribes in Madagascar…
‘Tis a worthy intention to keep the feel personal.
To that end:
Always write to your main buyer.
Look, most businesses have a variety of buyers, it’s true. But there usually is one main type of buyer. And it’s a common mistake to try appeal to your various market segments by using general language. Yes, you want it to resonate…with your most rabid customers.
They’re the target.
It’s one reason why I do a “customer prototype” with every new client and drill down on how old they are, their level of education, their gender, etc. If most of the buyers are women, I’ll write in a way women would relate to – even if men buy too. Or if I know my audience is older, I’ll avoid colloquialisms or popular references that might leave them scratching their heads and slow the momentum of our sales message.
And what if some buyers that don’t fall into this esteemed category?
If they’re otherwise qualified and interested in your offers I can assure you they’re not getting much acid reflux over it.
But thereby your main crowd…
Your lowest hanging fruit…
There’s a lot more to this, but for now, thus is my muscular answer.
Take it for what it is.
Great news for those of you who have been asking:
I have an opening for a new client next month. If you’re interested in my help with a website critique, some web copy, or an email campaign, no need to cross the border. Simply visit this convenient link instead to see my calendar and schedule a time to talk:
However, you can’t afford to drag your heels on this as I expect that spot to fill up quickly.
Until next time…