The trouble with most advertisements, email sales missives, face book adverts or web sites is that they are written with nobody in particular in mind. And, if you’ve got nobody in mind, that’s who you’ll get… nobody. If you go into the woods to nab a bear you’ve got to know what bear looks like. Otherwise you’ll come out dragging a double-decker bus or a fire alarm behind you!
So, decide who your advertisement is designed to snare. If the ideal customer walked into your business, reads you email or visits your web page as a result of reading it, what would they look like?
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Would they be male or female? What would their age range be? Would they be married or single? Would they have kids? If so, what ages and sexes? Would they work? If so, typically at what? What part of town would they live in? Would they be financially fixed, budget battlers or somewhere in between? What would the household income be? What are their needs? What keeps them awake at night? What are their problems?
Keep asking yourself the questions until you can get a picture in your mind of the customer you want both in demographic terms (how they look statistically) and psychographically (how they think about themselves and others, their problems and aspirations, you and your products).
When you know in your mind’s eye who you want, it is much easier to create an advertisement specifically for that person. And it will zero right in on them when you do.
If you want to know more about this thinking and how to use it this article, which prompted mine, is worth a read.
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