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If you use the principle of identifying your company’s 3M’s (see and work out the ‘Market’ (Trade/Industry/Geography/Demographic etc.) you should then look to make sure that the ‘Message’ plays to their needs. Write your communications, or have them prepared for you, in the language that the target audience understands & relates to (if you for example wrote a sales pitch to a Farmer for a portable generator he’d likely have a different outlook, and relate to different benefits and identification than say to a concrete floor installer & read a different way).

A well known tip is to build a series of profiles or avatars of your types of prospective customers and write your communications specifically aimed at each. Don’t write a ‘catch all’ communication, instead prepare a series of communications that are specifically tailored to each part of your target audience.