When marketing your product or service, it’s tempting to opt for the hard sell. By assuming your customer has no affinity for your product, you’re likely to form a more effective argument in support of it. Plus, you’ll show those unfamiliar with your product what it’s all about. Right? Wrong. In marketing, it’s best to accept that someone who isn’t interested in your product never will be. If that sounds like admitting defeat, think again. Your goal isn’t to convince consumers who usually overlook or dislike your products. Your mission is to align your marketing copy for consumers who already like what you have to offer.
Target Your Natural Customers
The product or service you offer is innately designed for a particular kind of person. There’s no use spending hundreds of words attempting to convince anyone else. Instead, you should refocus your efforts. Show the people who already love the kind of service you offer why they should love your service.
Example: A Coffee Shop
There are people out there who will never set foot inside a coffee shop. Maybe they hate coffee, or simply prefer to enjoy their cup at home. If you operate a coffee shop, those people are not your target market. Don’t spend time trying to convince them to turn up — it’s not going to happen.
Instead, focus your efforts on reaching out to the coffee aficionados. Target the people who know café au lait from caffé latte. Advertising to prospects who are already sold on coffee eliminates the hurdle of interesting them in the product. They already want to visit a coffee shop — you just need to interest them in your coffee shop.
Avoid the Uphill Struggle
Targeting customers with affinity for your product solves many problems. That’s because your audience already “gets” it. That means you’re free to concentrate on giving customers a reason to pick your product over anything else.
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