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Last updated on 2024年5月1日

How do you personalize copy for different segments?

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Personalizing copy for different segments is a powerful way to increase conversions and build trust with your audience. But how do you do it without sounding generic or spammy? In this article, you'll learn some practical tips and techniques to tailor your copy to different types of customers, based on their needs, preferences, and behavior.

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Daisy Tran

Digital Content Strategist

1 Identify your segments

The first step to personalize your copy is to identify who you're writing for. You can segment your audience based on various criteria, such as demographics, psychographics, location, stage in the buyer's journey, pain points, goals, or past interactions with your brand. You can use tools like surveys, analytics, or CRM software to collect and analyze data about your segments. The more you know about your segments, the more you can customize your copy to appeal to them.

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2 Use dynamic content

Dynamic content is content that changes based on the attributes or actions of the visitor. For example, you can use dynamic content to display different headlines, offers, testimonials, or calls to action depending on the segment of the visitor. You can use tools like WordPress plugins, email marketing software, or landing page builders to create and implement dynamic content on your website or emails. Dynamic content can help you deliver relevant and personalized messages to your segments, increasing engagement and conversion rates.

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3 Write in their language

Another way to personalize your copy is to write in the language of your segments. This means using the words, phrases, tone, and style that resonate with them. You can use tools like keyword research, customer reviews, social media, or forums to find out how your segments talk about their problems, solutions, and desires. You can also use tools like Hemingway or Grammarly to check and improve your readability and clarity. Writing in their language can help you connect with your segments on an emotional level and show that you understand them.

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4 Address their objections

Every segment has its own objections or concerns that might prevent them from buying from you. You can use your copy to address and overcome these objections, by providing evidence, benefits, guarantees, or social proof. You can use tools like surveys, interviews, or feedback forms to find out what your segments' objections are and how to counter them. You can also use tools like headlines, subheadings, bullet points, or FAQs to highlight and answer their objections. Addressing their objections can help you build trust and credibility with your segments and persuade them to take action.

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Daisy Tran

Digital Content Strategist
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Some brands excel at handling objections when they write a call to action. For instance, consider the following approach: ‘Subscribe now. Cancel anytime. A reminder email will be sent to you three days before the trial ends.’ The example provided demonstrates effective objection handling by addressing potential concerns and providing reassurance to potential subscribers. By emphasizing the flexibility to cancel and the proactive reminder, it encourages action while alleviating apprehensions. This strategy works well for individuals like me who often worry about forgetting to cancel before a free trial expires.

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5 Test and optimize

The final step to personalize your copy is to test and optimize it. You can use tools like A/B testing, heatmaps, or conversion tracking to measure and compare the performance of your copy for different segments. You can test different elements of your copy, such as headlines, images, offers, or buttons, and see which ones generate more clicks, leads, or sales. You can also use tools like analytics, feedback, or surveys to collect and analyze data about your segments' behavior and preferences. Testing and optimizing your copy can help you improve your results and learn more about your segments.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you personalize copy for different segments?

1

2

3

4

5

6

1 Identify your segments

2 Use dynamic content

3 Write in their language

4 Address their objections

5 Test and optimize

6 Here’s what else to consider

Copywriting

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How do you personalize copy for different segments?

1

2

3

4

5

6

1 Identify your segments

2 Use dynamic content

3 Write in their language

4 Address their objections

5 Test and optimize

6 Here’s what else to consider

Copywriting

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