A keystone is the stone that supports the weight of an arch by transferring downward pressure laterally. Without the keystone, the arch would collapse. In the same way, your target market is the keystone of your marketing writing. Without a clearly delineated target market, your marketing materials collapse and are ineffective.
When your prospective clients read your marketing writing, they must recognize their circumstances, problems or feelings in your market description. If they don’t, they’ll never read beyond the opening paragraph of your marketing materials. You must “hook” your prospects with your target market description. To be effective, that description must send a thrill of recognition through exactly those prospects you want for clients. Here are some specifics on how you can do that.
1. Build your target market from the problems of your present and former clients.
Go back through all your client records and recollect (and write down) all the specifics of the problems new clients have described to you. What did they say? How did they talk about their feelings and difficulties? What words did they use? What images did they most strongly detail to you? What common themes can you recognize and turn into marketing language?
Ideally, what you’re looking for are words, concepts and phrases that can produce a “ping” of recognition in the psyches of your prospects. Once you’ve used those in your marketing writing, produced that ping, you’ve got their initial interest.
2. Describe their problem in the same ways they experience it.
Prospects will recognize their own situation if you use the information you’ve heard from other members of your target market. How do they experience their difficulty? How does it impact their feelings, self-esteem, time, income, and happiness? What’s the problem cost them, financially and otherwise?
3. Be authentic.
Don’t exaggerate or hype your target description. this will not work, and will actually repel rather than attract. Think about it. Would you respond to a description that could seem to be a caricature of your situation – especially one that is quite heartbreaking for you? No, it would seem to be condescending, and not engender trust in the person who described your situation that way.
4. Be consistent in your target market.
You can’t change your target market frequently, and expect to build a solid marketing campaign on that. You’ll confuse your market, and a confused market will never buy. They balk and keep looking for a solution elsewhere.
Don’t interpret this to mean that it’s not OK to fine tune your market. However, it is much more effective to create a solid target market, and “mine” that market. Of course, what is critical is that your initial market definition is well done. Don’t rush or hurry through the process. That will only mean that you end up with an ineffective target market that attracts no one. Take your time with this process.
The target market is the keystone of your marketing writing. You wouldn’t build a building with the most critical piece being defective would you? No, of course not. Then, don’t try to build your marketing materials on a slapdash target market. keep it real.
Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.