I have received more than the usual feedback from last month's issue , so I'll answer some of it.
Identifying the Audience
Most of the feedback received was about how to identify the types of audience. Most of time, your products will make it obvious. For example, if you are selling software developing tools, you are most likely dealing with analyst types of people. If you are selling jewelry, your customers will be emotion followers. Of course, not all visitors fall into one type, but you only need to identify what type the majority of your audience is. You'll get a better conversion rate if you deal with majorities rather than minorities.
Also, where you are placing an ad gives you good clues. It's easy to understand that the majority of people visiting programming tutorial sites are analysts. When you place an ad there, you will be dealing with a lot of analysts.
When You Cannot Identify
Unfortunately, identifying the type of audience isn't always possible. Let's say you are preparing for an ad campaign by using AdWards. Because everyone uses Google these days, you cannot tell who your audience will be unless it is obvious from your product. In this case, you should test different types of sales copies. Then, stick with the one that pulled the best result.
More Matching Techniques
Even though you are marketing the same product, the type of audience could change according to where you are placing ads. Even so, you can send them to the page with the right sales copy. Let's say, you are placing ads on 2 different websites, and you have identified that visitors to each website are different types of people. Then, you may want to make 2 different landing pages with a matching sales copy. By linking each ad to the appropriate landing page, you can show sales prospects the right sales copy.
This isn't always practical, but you can make a special page for each ad campaign rather than send everyone to your home page.
© September, 2004