You already know that your business isn’t all about you. It’s about your customers and how your products and/or services help those customers to solve a problem. In essence, all companies are in the business of providing a solution. Some solutions are better than others, but in general, there is rarely a one-size-fits-all option that really works for everyone.

Knowing this is the key to understanding why you need more than one marketing message. Even if you only sell one type of product or service, there are going to be people who use it in different ways. You want your marketing messages to reach those people and make them feel special, regardless of how it is they use the solution you provide.

The process for tailoring your marketing message to multiple audiences can be summed up in a few steps:

  1. Understand the types of customers who buy from you.Put that demographics data to good use and segment your customers accordingly. 
  2. Find out what appeals to each segment the most.This may take some digging, but if you can spot purchasing trends within each segment, you’re on the right track. 
  3. Adjust your message to fit each situation. Maybe some people really love your service when they’re on the go. In that case, emphasize the convenience and portability for these potential customers. If you have another group of people who likes to use your service at home, create a marketing message that addresses those needs. You may end up with several sets of copy that emphasize wholly different benefits and features, which is the goal! 
  4. Test, test, test.Run your ads on different days, and for display, pick publications that your target demographic is likely to read. For online content, consider writing a guest column on a well-known blog that your potential customers are likely visit. Establish yourself as a credible provider of the best solution, and your marketing efforts will pay dividends many times over. 
  5. Don’t be afraid to rework.Maybe one ad didn’t do as well as you’d hoped. Make adjustments and try again. A lot of advertising content and online marketing content can be a reiterative process. Don’t get discouraged, and always solicit feedback from your customers to be sure you’re on the right track. 

If you’re looking for a complete content package that can address the many needs of your customers, a professional copywriter will be able to help you narrow down your target audience so that your advertising efforts get the best results possible.