Shifting from Many to One

Who exactly are you writing your marketing messages for? Who is the customer/member in your mind that you believe the message will resonate with?

Consider that for so many years, advertising was blasted out to many in the hopes that the “right” people would hear it and become a lead.  The media that was used offered limited audiences and required different formats whether TV/radio commercials or newspaper/magazine ads to get reach as many consumers as possible.

Today, a marketer has more opportunity to reach target markets with targeted direct mail, email, online digital ads, and social media. Yet, just being able to create a target group does not mean the message will resonate effectively and draw them to do business with you.

Most often, target markets are based on demographics that we can pull from data collected. A term that has been used in recent years is “buyer personas” which are described as “examples of the real buyers who influence or make decisions about the products, services or solutions you market.” (Buyer Persona Institute).  Another definition of buyer persona is “a semi-fictional representation of your ideal customer/member based on market research and real data about your existing customers.” (Hubspot).  Yet, if you describe a buyer persona, the best way is to actually describe a person.

If you want to explore how to develop a buyer persona, click here for our free download. It’s a great exercise that helps in writing copy, developing offers, and discussing with the C-Suite/Senior Management team about who is really your target market for products/services.

Most copywriters already get a person or general outline of a prospect who will be reading their message. Yet, many marketers are not writing the copy for their marketing materials or ads. So, this exercise becomes even more important to get everyone on the “same page” about who that perfect someone is for your product.

Need a sounding board, marketing strategist, good copywriter, and financial services marketing expert to help you reach your 2015 goals?  Call us at LemmonTree or email

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