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Thru my work I meet many marketing bosses or business owners intent on marketing their products with all manner of selling offers to varied markets. This is going to be called ‘too many targets ‘ syndrome.

For any specific product, there's a first target market and most likely secondary markets. If you are attempting to capture 2 different markets with the same campaign, you are splitting the focus and this routinely does not work too well. It’s exactly the same with selling propositions “therefore the name ‘Unique ‘ Selling Offer.

The answer is reasonably simple: just craft a campaign and select the media for each audience. This is created simple with the target audience segmentation provided inside Infusionsoft, which uses automated marketing functionality.

First, You Need To Begin to Know Them

Begin to know your top 20% of shoppers intimately: find out their reading or viewing habits, their buying habits, and their interests and tastes. Write all this down in a file called “ideal shopper profile”. Then when you have a new campaign to be written, you can send this to your copywriter to craft a message only for them.

Why do I recommend the top 20%? Because that is who spends the most with you (80%, if the Pareto Principle is correct). They are usually the most faithful, and will generally cost you less in administration.

Many firms have an offering for each market segment and this makes plenty of sense. But be careful if you cater to both business and client markets, because each desires alternative styles of promoting. As an example, you cannot get away with a windy internet sales letter for a B2B software product, because your most important consumers will dismiss it as fluff. But offering a free white paper outlining the arguments of certain systems would be infinitely better.

Ensure you've a promoting chase up system in place to build on this great first introduction to your product, and an automated marketing system works even better.

Then, You Have To Court Them

Promoting is a lot like dating. Just as the lager swiller at the bar with a one liner gets rejected, so does the email marketer with a full-on sales message or over-familiar tone, targeting the sale.

If you're setting up amail campaign, spend the 1st e-mail welcoming them and reassuring new patrons that you respect their privacy. The second e-mail should contain some great fresh ideas or knowledge that will help their decision-making (business) or overriding Problems (patron). The third e-mail will build on this; perhaps introduce a case study of how your solution helped somebody, or keep up the fascinating articles with links to your website if they want to learn more.

In this tactic we're not selling in the emails because if they are interested, the linked internet site pages should be primed for persuading both cold and warm prospects to your solution.

Often this will not be the way forward because your business has restricted time offers (like a travel agency or accommodation provider). In this example, you can ‘sandwich ‘ these offers between some words that fire up the imagination. Even well crafted captions will do the job; it’s certainly preferable to an image-laden e-mail that does not even get seen by most email viewers.

I'm hoping this piece of writing has you packed with new ideas to implement. If you need any help with copywriting, website design, or email promoting, please send us an email and we’ll pass you to a trusted professional that's right for the job.

Expert advice on selling your business to a defined market. Find out how easy automated marketing systems and technology can make the method far simpler.