Know EXACTLY who your target customer is!
January 5th, 2009 by Richelo Killian ·
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KNOW Your Target Demographics
Assumption is the mother of all stuff ups!
A couple of days back, I was working with one of my consulting clients. We have been working together for a couple of months now, and his business has really been picking up.
His main site is an information product in the “adult” niche. NO, it’s NOT porn!
He has a squeeze page, as well as a main sales page. The conversion rate on both is OK, but, nothing to really write home about.
He does some AdWords, as well as all the usual suspects… Forums, blog comments, articles, etc, etc, etc.
Both of us thought, and ASSUMED the product’s main target audience is young, single males in their early twenties, to their early thirties.
The copy was written for this specific audience.
We started doing a bit more research as to who EXACTLY was looking for the information he is selling.
Turns out that over 90% of the people looking for the information he is selling is NOT from the demographic we were targeting! Turns out the ACTUAL correct demographic is married men, or men in committed relationships, and men of ANY age above 20!
Talk about getting your target audience wrong!!!
So, he re-wrote the copy to speak more to the actual audience he was getting to the site, and the conversion rates has SHOT up!
Now, I am someone who SWEARS by TONS of research, but, when a book has to do with having better s*x, and giving a woman multiple or****s, I, AND my customer both fully believed that the target audience is unmarried, young, and “players”.
How wrong we were!!!
So, the message is: Don’t think you know who your target market is, just by what information or product you are selling! Do the research, and sell to the RIGHT customer from day 1!
Your thoughts?
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Tags: Business, conversion rate, Marketing, Sales, Selling, target audience, target customer, target demographics, target market
