Next-level audience segmentation
Also: 3 ways to immediately improve your copywriting.
Good morning, and welcome back to Marketing Qualified. Here’s what we’re chatting about today:
???Next-level audience segmentation.
Most marketers use and understand audience segmentation.
They’ll add targeting parameters to ads such as geo, job title, or company size. Or they’ll segment contacts into groups and only send emails to specific lists.
This is basic audience segmentation.
If you want next-level audience segmentation, you have to take things a step further. You have to segment your content & creative too.
A lot of marketers are scared to take this step. Afraid to alienate anyone.
But the bottom line is, if you want to stand out, you have to be willing to take a few risks.
Here are some great examples of next-level audience segmentation:
#1 - Segmenting by age.
Does this ad alienate anyone too young to know what a floppy disk is? Yes.
Does the advertiser care? No.
They’re using their creative to segment by age. They only care about speaking to people old enough for a cancer screening.
#2 - Segmenting by job role.
Does this ad alienate anyone who doesn’t work in marketing? Yes.
Does the advertiser care? No.
They’re using their creative to segment by job role. They only care about speaking to people who work in marketing and will admire this bold ad approach enough to consider buying their cereal.
#3 - Segmenting by price.
Does this ad alienate anyone who wants to drink cheap whiskey? Yes.
Does the advertiser care? No.
They’re using their creative to segment based on price. They only care about speaking to people who can afford their product.
??? In the news this week.
??? The psychology of short-form content.
??? A guide to?personal branding.
??? Why you?never see a clock at the mall.
??? Reddit launches?lead generation ads.
??? Buyers are willing to pay more for products they know you enjoy making.
???3 ways to immediately improve your copywriting.
Not all great writers are great marketers. But almost all great marketers are great writers.
If you want to step up your copywriting game, here are three simple things you can start doing immediately.
1) Read it out loud & fast.
When you’re reviewing your copy, read through it quickly out loud.
If you get…
your readers will have those issues too.
It’s your sign to keep editing and improving.
Plus, an added bonus: reading copy out loud makes it easier to catch typos. When you read silently in your head, your brain automatically corrects for errors, but reading aloud stops this.
2) Focus on formatting.
Even if you don’t change one word, changing your formatting can completely transform your writing and make it easier to read.
Add line breaks. Add headings. Add lists. Make important things bold.
Want proof this works? Here’s an example.
Both versions have the same copy, but one is much easier to read.
3) Remove fluff words
Go through what you wrote and delete:
Fluff words like these subtract clarity and add nothing.
?? Marketing meme of the week.
Enjoy this newsletter? Share it to spread the love.
Want us to write about something specific? Submit a topic or idea.