CEO: Our target market is everybody.
Marketer: 😬
If your marketing speaks to "everybody," it speaks to nobody.
Here are 5 ways I write copy for a specific target market:
1. High LTV customer surveys + interviews. Identify your highest life-time value (LTV) customers. Survey and interview them. Conduct jobs-to-be-done (JTBD) interviews. Understand what problem your product solves for them, how it solves it, what obstacles they had to overcome before purchasing, and how they speak about your product.
2. Churned customer surveys + interviews. Identify WHY the product didn't work for them. What was the primary obstacle or issue? If it's something copy can help overcome, ensure your copy does so. For example, security and privacy are a common objection for SaaS customers. You can overcome this objection by writing copy that describes your stringent security and privacy measures.
3. Review mining. Find real reviews of products or services that solve a similar (or the same) problem that your product solves. Document how people speak about the problems they faced and how they speak about the transformation the product provided. Sources for reviews: Amazon, G2, Apple app store, Google.
4. User testing. Have customers or people within your target market review and react to your copy. Note where they're confused. Where they resonate with copy. And ask them questions to determine the effectiveness of your copy + design.
5. A/B testing. Run A/B tests to find your highest-converting messages. I recommend testing your hero section copy and imagery OFTEN. This is a high-impact area.
Afraid you'll lose customers by speaking to a specific target market?
Don't be.
You'll lose even more by speaking to no one.
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