My 13-year-old son plays on school, league, and competitive travel baseball teams year-round. You should see the cargo area of my Subaru Forester …
For him: Big, heavy bag of baseball gear containing catcher’s helmet, chest protector, leg guards, and catcher’s glove, in addition to batting helmet, bats, and fielding mitt. Water jug. Cooler for extra water and sports drinks.
For me: Folding director’s style camp chair. Bleacher seats. Free-standing shade umbrella. Tote bag containing scorebook, lineup cards, assorted pens, first-aid kit, sunscreen, and sunflower seeds. PLUS, a collapsible wagon to haul it all from parking area to the field
And I’m not unique. Look in the parking lot of any youth baseball game, and you’ll see a lot of SUVs and other vehicles with ample cargo space. You won’t see many two-seater sports cars. They’re just not a workable option for baseball families.
Knowing that, if you were a copywriter working on a project for an auto dealership, you wouldn’t write copy trying to persuade a baseball mom like me to buy a Fiat, MINI Cooper, or Porsche Boxster as her primary mode of transportation. Your copy wouldn’t convert very well.
However, if you targeted baseball moms who’ve already demonstrated an interest in small, racy sports cars and who have children old enough to drive themselves and their gear to the games …
Well, you’d probably get a pretty high response rate if you painted the picture of trading in the rolling locker room for the sweet little ride that she deserves after more than a decade of self-sacrifice.
It all comes down to knowing your audience. Good copywriters keep a crystal clear, robust description of their target audience in mind as they work for clients.
You should do no less when you’re writing for yourself to attract prospects and convert them into paying clients.
As a web writer, I have clients who hire me to write pages for their websites, video scripts, blog articles, lead magnets, complete lead-generation funnels, sales landing pages, and/or email campaigns.
So when I want to attract more video projects, or new lead-gen clients, or more landing page work, I simply tailor my self-marketing to the desired segment of my audience. You can, too. Let me explain …
Segmentation in 4 Easy Steps
1. Determine the Types of Projects and Clients You Want More Of
If you have existing clients, ask yourself which ones are most profitable. What projects do you most enjoy? For me, right now, lead-gen funnels for info-marketers are both profitable and enjoyable. I want more of those jobs, so I’ll target an audience that is demographically similar to these particular existing clients.
I won’t try to clone my website clients, because that isn’t the type of project I’m focusing on.
If you’re just starting out — or branching out into a new specialty niche — and you don’t have existing clients to clone, you’ll have to do some research to identify your best target market. For tips on how to do that, check out Christina Gillick’s Wealthy Web Writer article on Research Tips to Capture More Web-Writing Clients.
2. Identify Your Prospect’s Why
Sometimes, you can further segment your audience by identifying why they will hire you. Is it because …
- They don’t have the knowledge necessary to complete the project on their own?
- They don’t have the skills to successfully complete the project on their own?
- They don’t have the time needed to complete the project on their own?
- They just don’t want to complete the project on their own?
- They get better results when they get professional help?
When you know your prospect’s “why,” it’s easier to write compelling and persuasive copy for your self-marketing efforts. It’s easier to get the results you want — more clients, more projects, more money!
3. Create Targeted Promotional Content
Next, create content that’s specifically related to your targeted project type and that delivers value to the prospects you want to get a response from.
For example, if you want to write SEO copy to improve website performance for CPA firms, you might write a case study about a successful SEO project you did for a CPA firm and then send it to CPA firms you’ve identified as having under-performing websites.
Let whatever type of project you want to get hired to do, and whatever type of client you want to attract, guide you in making decisions about your promotional content.
4. Get Their Attention
You know who you want to work with and what you want to do for them. You also have promotional content that makes your case and delivers value to these prospects. Now you have to get their attention.
Because you’ve segmented your prospects into a very specific target audience, you can identify them and get your message in front of them and only them.
Of course, you’ll need a list of these segmented prospects. You can work with a list broker, get a list from a service, or even do-it-yourself by plugging your variables into the Reference USA database.
You can also reach your segmented prospects on social media by using targeted ads. Facebook, Twitter, and LinkedIn all have targeted audience capabilities.
The Power of Segmentation
Segmentation helps you zero in on your prospect and what they will find valuable. And doing so allows you to use Michael Masterson’s (Mark Ford’s pen name) Power of One to focus your self-marketing efforts on a single project for a singular type of client.
If you want to effectively market your email writing services, for example, you shouldn’t talk about SEO in the same campaign. If you happen to do both — even if you do both for the same clients — segmented campaigns for each type of work you do will be more effective than a combo campaign.
Your target audience will find the ultra-specific information in a segmented campaign much more compelling, which means your campaign will pull a better response. And that means you’ll get hired to work on more of those coveted projects for more of your ideal clients.
That’s the kind of writing life I want to have! What about you?
Tell me what you think in the comments below.