Divide to multiply
While a broad or generic approach reaches more
audiences, the impression isn’t as lasting as when you complement your content with
specifics. Remember that each of your business’s features appeals strongly to a
particular niche; take advantage of that to attract more customers. For
instance, you say your restaurant is family-friendly; you can then appeal to
household decision makers by emphasizing the importance of bonding with the
children. You may also position it as an ideal place for dating, for business
meetings, and other occasions. Note that the closer your content is to a
target’s lifestyle, the stronger your hook will be.
Keep it light
It’s okay to be technical when your audience
possesses the same knowledge as you do. But if you’re selling appliances to a
housewife, she would rather hire an electrician to fix it than read discussions
about its wirings. Minimize the use of jargon; if it’s unavoidable, provide an
explanation in terms that the audience would understand. If yours is a law
firm, remember that the legal world is naturally intimidating to the average layperson.
Reserve the Latin for the judge.
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