Easy, it’s all about the positioning…
Let’s say you have one main product or one core service. Your goal is to sell it to as many people as possible. So you need a nice generic message to pump out to the world, don’t you? By making your content, message and pictures as generic as possible, you’re bound to hit more people, aren't you?
Eh Ugh (imagine a Family Fortunes style buzzer)
The trick to getting this right is called positioning (or sometimes in B2B you’ll hear it called vertical marketing) - where you pull out the key benefits of any product or service that will appeal to a particular target group.
Let’s look at the Apple Mac Book.
With the exact same product, with no modifications, they create different positioning messages to suit different types of people.
Selling a MacBook to musicians
Selling a MacBook to Photographers
Selling a MacBook to Students
How can you use this technique?
It all boils down to the getting to know and understand the needs of the kind of people you think will buy your product (oh yes, the old target audience chestnut).
Think about Heinz tomato ketchup. Anyone without an allergy to tomatoes is a target customer of ketchup. Heinz could just go generic (they certainly have the cash to do whatever they want), but they don’t. They segment their market into groups.
So let’s say for example that they want to target university students.
What are students into? Let’s take a wild stab and say young people at university like music. They go to festivals - and the holy grail of festivals is Glastonbury (maybe there are cooler ones, but just play along with me). So we know that our target audience is:
- university students, who like music and go to Glastonbury every year.
- How could the Heinz Ketchup marketing people make this work?
- Sponsor some food trucks
- Ads in the music media
- Create ‘festival survival kits’ in a goodie bag containing, aspirin for hangovers, water for dehydration, and of course, ketchup to make anything taste better…this is a bit naff, but you get the idea.
- Sponsor a band - create some videos - post on social media etc…
It doesn’t have to be grand or expensive
You could position your product or service very cheaply by:
- Creating some landing pages on your website with different pictures and text to suit different types of people.
- Instead of having a ‘one size fits all’ brochure, consider having two or three versions to suit different sectors? With digital print nowadays - it’s easy to personalise content and pictures in the same basic design without costing any extra.
- If you use Pinterest, create different boards for different audiences and fill with relevant content.
- If you use Instagram, have multiple accounts to suit different audiences.
- If you have a blog, make sure you have different categories.
- If you’re getting some professional photography done, consider how you could create pictures that would appeal to different audiences for your website landing pages and literature, etc.
If you think carefully about the various kinds of people who could need/desire your product, and do a few simple things to show it’s appeal to those groups, it could make all the difference.