Marketing Communication, Target Audiance

I always tell clients to communicate as if you are talking to a ten year old, keep it simple and effective. If you have a ten year old, read the copy out and ask if they understand what you are talking about, this is a very good test. It’s amazing what insights you will learn from doing this.

The article below gives you an idea of the difference words can make to copy. Read it and carry out the action points, I would be very interested to hear your comments.

Read the two descriptions of the same product below. The target prospect is the average teenager. Which one do you think would have the greatest effect?

1) "Sunblast Suntan Lotion contains all-natural ingredients: sesame oil, sea buckthorn oil, watermelon extract, and aloe-vera gel, all designed to protect your skin from the harsh rays of the sun and produce a deep tan."

2) "Make heads turn all summer long with Sunblast Suntan Lotion. Its all-natural formula and soothing moisturisers combine to offer ultimate sun protection and the kind of deep, alluring tan guaranteed to attract the opposite sex."

The writer of the first description is thinking of the product, the second writer is thinking of the target prospect, they've done some research into what switches teenagers on, and has put themselves into their shoes.

Developing your communication strategy is a matter of analyzing your services or products against your target audience, each service or product will have a different communication depending on who you are targeting.

It,s absolutely paramount that you get this correct; this is where most businesses fail to get their marketing correct. Get this right and you are on the road to your riches, get it wrong and you will struggle because your market will not understand your message, you will time and money marketing the wrong message.

Bob Evans, CEO UK, FREEDOM Business Coaching Ltd

© 2009 FREEDOM Business Coaching Ltd

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE?

You can, as long as you include this complete statement with it: Freedom Business coaching the leading Business Coaching Brand in the US & UK supplying business knowledge and support to help you grow your business. If you're ready to unlock your potential, create wealth and find financial freedom, from your small business, get your FREE tips now at http://www.freedombusinesscoaching.com

To get the best use out of this article, my recommended action points are:

1. Read the article called Strategic Marketing, Positioning for Profit.
2. Carry out the Market Sector & Products matrix exercise in the article.
3. Write five adverts from what you learn, writing them to the target audience using emotion to sell.
4. Select the best out of the five to use in your next marketing campaign.

Writing copy that sells is an art that you have to master to be any good at marketing, get the message wrong and all your time and money will be wasted. Ask us a question on this subject in the form to your right and let’s see if we can help. 

Bob Evans Your Business Coach