Know Your Audience: Avian & Saurian Edition - Carney

Know Your Audience: Avian & Saurian Edition

We have lessons from birds and dinos about the importance of understanding your audience, segmenting it, and personalizing your content for those segments.

Standing desks are for the birds. (Or are they?)

Check out the difference between these two approaches…

Two email previews for a fictional company that sells desks to birds. One email campaign is not segmented. The other is segmented.

Without Personalization:
50% Off Standing Desks for Everyone
🦆 🦉 🐓 🐥 🦚🦜🦢🦩🦤

Do you see the problem there?

When you don’t understand and segment your audience you’re getting mental responses like…

🦆 – “If it doesn’t float I’m not interested.”

🦉 – “I’m too smart to need a desk.”

🐓 – “I need to stay sitting. Eggs to incubate, you know.”

🐥 – “I’m too little for a desk.”

🦚 – “I’m looking for something more colorful.”

🦜 – “I already AM standing…It just looks like sitting when I stand. I’ve got short legs, okay?!?!”

🦢 – “I’m looking for something more elegant.”

🦤 – “You are literally marketing to someone who doesn’t exist anymore.”

You’ve diluted the value of your product and are resorting to deep discounts to get attention.

Now try it this way…

With Personalization:
Premium Standing-On-One-Leg Desks for All Your Flamboyance

Now you’re getting a mental response like…

🦩 “Where has this been all my life?!?”

You’ve enhanced the value of your product and sold it based on persuasive benefits your audience cares about.

So before you blast a one-size-fits-all message, take the time to understand and segment your audience.

Let’s take a step back in time and look at a second example…

Cretaceous Car Sales (a.k.a. Jurassic Parking)

Here’s how you can apply the same principle to an over-arching campaign.

Two email previews for a fictitious company that sells cars to dinosaurs. One is marketing to a T-Rex. The other to a brachiosaurus. Cue dramatic music from Jurassic Park.

Brand: 🚘 Cretaceous Car Sales

Campaign: No more hunching.

Segment #1: 🦖🦖🦖🦖🦖
No more hunching.
Telescoping steering wheels let you sit back and enjoy the ride.

Segment #2: 🦕🦕🦕🦕🦕
No more hunching.
Retractable sun roofs let you stretch your neck and enjoy the ride.

The Lesson: Your audience is composed of individuals as different from each other as a T-Rex is from a Brachiosaurus. Your copy needs to reflect those differences.

Prediction: brands that don’t recognize the need to understand, segment, and personalize will eventually become extinct. 🦴

The bottom line:

  • Understand your audience.
  • Segment your audience.
  • Personalize the messaging for each segment of your audience.

Looking for help getting your strategic ducks in a row? Carney can help. Let’s chat.


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