How do you write copy that appeals to different customer segments?

2 Use the right tone and language

Different segments may respond differently to the tone and language you use in your copy. For example, some segments may prefer a formal, professional, and authoritative tone, while others may prefer a casual, friendly, and conversational tone. Some segments may use certain jargon, slang, or expressions, while others may not. You need to match your tone and language to the segment you are addressing, and avoid using words or phrases that may confuse, offend, or alienate them.

3 Highlight the benefits and value

Different segments may have different reasons for buying your product or service. You need to highlight the benefits and value that your offer provides to each segment, and how it solves their problems or fulfills their desires. You can use different techniques to emphasize the benefits and value, such as features vs benefits, emotional vs rational appeals, or unique selling propositions. You need to show your segments how your offer is relevant, useful, and valuable to them.

4 Use social proof and testimonials

Different segments may have different levels of trust and credibility in your brand. You need to use social proof and testimonials to boost your authority and reputation, and to show your segments that you have satisfied customers who are similar to them. You can use different types of social proof and testimonials, such as ratings, reviews, endorsements, case studies, or stories. You need to use social proof and testimonials that are relevant, authentic, and specific to each segment.

5 Include a clear and compelling call to action

Different segments may have different barriers or objections to buying your product or service. You need to include a clear and compelling call to action that motivates them to take the next step, and that overcomes their doubts or fears. You can use different elements to create a clear and compelling call to action, such as urgency, scarcity, incentives, guarantees, or risk reversals. You need to use a call to action that is simple, direct, and appealing to each segment.

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?