The Importance of Defining Your Target Markets Before Creating Advertising Material

The point of target marketing is to define the needs of each of your markets and then communicate the benefits of your product or service to each.

Let me give you an example.

One of my clients sells heavy machinery like excavators, backhoes, wheel loaders and dump trucks. Even sold used, these machines can cost hundreds of thousands of dollars.

They sell this equipment to a wide variety of target markets, such as multi-million dollar mining companies, equipment brokers, and one-person backhoe operators that dig ditches.

Now price is of course important for most target markets, but it’s not necessarily the same importance for each. An equipment broker is conscious of price because he’s looking to resell the equipment to someone else and make a profit.

But a backhoe operator may be willing to pay for a more expensive machine in exchange for peace of mind that it’s less likely to breakdown on the job site.

So if I was creating a marketing piece for my client’s target audience I would want to be sure to address each of these concerns or needs in the material.

Ideally, you should create separate marketing materials for each target group.

Now I realize it’s not cheap to produce sales literature and you may not have the resources available to produce separate brochures for your markets.

However, one low cost alternative is to create a separate cover letter for each market and attach it to your brochure or other material. With a letter, you can quickly address each group’s concerns and how your company can solve their problems.

You can even refer them to a specific page in your brochure that explains your benefits for that specific group.

Take time to accurately define the needs of each target audience before creating your material. You’ll find a more focused and responsive advertising piece.

David Coyne
Result Focused Copywriter

“Multiple Ways To Make Your Advertising More Responsive”

Marketing, Ad And Copywriting Books

TWI Press publishes a nice selection of marketing, advertising and copywriting books, including hard to find classics like the Robert Collier Letter Book and Ogilvy On Advertising.

David Coyne
Result Focused Copywriter

“Multiple Ways To Make Your Advertising More Responsive”

Buffer Days Strengthen Your Advertising

One of the things I notice about many marketers is that when they create advertising material they usually don’t give themselves enough time to do a good job. I realize everybody is busier than ever these days, but a bit of time management can really deliver a better return on investment with advertising.

A useful technique is to set a deadline for the completion of the project and work backwards from it, blocking out time for each task. Even if you don’t have a real deadline, set one up anyway to give yourself a push.

The length of time it takes to finish a marketing project depends on the medium. A four-color brochure takes longer to produce than writing a web page.

But one key thing you must add in your production timeline is what I call Buffer Days. This is when you put your marketing material aside for at least a couple of days.

You need this time to gain objectivity about your material. Design elements that looked great or words that made an impact just after creation may not seem as good a couple of days later. Time delivers perspective.

After this “cooling off” period, you return to your material refreshed and can make the necessary changes to improve it. Build in a couple of Buffer Days for each draft of a project, and you’ll quickly see how much stronger your advertising can be.

David Coyne
Result Focused Copywriter

“Multiple Ways To Make Your Advertising More Responsive”

5 Tips For Better Proofreading

There’s nothing worse than getting a four color, glossy brochure fresh off the printing press only to find a glaring typo somewhere within it. (No, word processing spell checkers don’t catch everything.)

Some people are naturals when it comes to proofreading. My father is a former newspaper editor and his eagle eyes rarely miss a mistake. If your eyes aren’t that sharp, here’s a few tricks of the trade.

1. If you normally proofread at one location (your desk, for example) move to a fresh location. This alerts your mind that you’re about to start a new task and it helps sharpen concentration.

2. Read the document aloud. Not only is this a good way to catch missing words, it allows you to test the flow of your sentences (vary your sentence length to avoid monotonous marketing material).

3. Place a ruler or straightedge under each line as you proofread, this prevents your eye from jumping ahead.

4. Proofread when your energy level is at its peak. Avoid proofing right after a meal.

5. Never proofread from a computer screen. Your error rate will increase dramatically.

David Coyne
Result Focused Copywriter

“Multiple Ways To Make Your Advertising More Responsive”

7 Copywriting Secrets For Maximum Persuasion

Successful copywriters use these seven emotional motivators to persuade prospects and customers into a “buying” state of mind.

Review the list below. Incorporate as many as you can into your marketing materials. Remember, people buy on emotion.

1) Fear
2) Greed
3) Guilt
4) Exclusivity
5) Anger (or frustration)
6) Salvation (also escape, relief)
7) Flattery

Here’s a couple of recent copywriting projects that incorporate some of the above motivators. Visit the page below and click on Just Listed Property or Instant Home Appraisal.

David Coyne

Is The Age of Cold Calling Over?

I’ve never been a fan of cold calling. It always seemed a labor-intensive, poor results promotional activity. Former sales pro turned author Frank J. Rumbauskas, Jr. agrees.

He says cold calling doesn’t work because:

-Cold calling instantly puts you in a negative light because prospects find cold calls
to be intrusive, annoying, disrespectful of their time and bothersome

-Cold calling destroys your status as a business equal.

-Cold calling limits production and wastes time.

-Cold calling makes timing work against you, not for you.

I subscribe to Frank’s newsletter, which I enjoy.

To subscribe, visit his site at

David Coyne
Result Focused Copywriter

“Multiple Ways To Make Your Advertising More Responsive”

Converting Web Visitors Into Customers

One frustration that crops up frequently for my clients is trying to convert web visitors into paying customers.

Here’s some tips for better web conversion:

1) Provide an incentive on your site to get your prospect’s email address. Offer a free report, white paper, demo or product discount.

2) Email helpful tips on using your products or services.

3) Have a strong, benefit-centered headline that grabs their attention immediately.

4) Make sure your web copy addresses the problems and solutions for each of your target markets. They may differ considerably from one market sector to another.

5) Have a website that looks professionally designed. Amateurish design destroys your credibility.

6) Publish testimonials from satisfied customers.Show a case study on how you solved a customer’s problem.

David Coyne
Result Focused Copywriter

“Multiple Ways To Make Your Advertising More Responsive”

What is your biggest advertising frustration?

What have you found to be the most frustrating part of advertising your business? Is there an advertising medium you found the least effective for you? Are there any methods you’ve used to improve your advertising and marketing? What advertising mediums do your currently use? Website? Space ads? Newsletters? Add your comments.

David Coyne
Result Focused Copywriter

“Multiple Ways To Make Your Advertising More Responsive”

Print Catalog Industry Continues To Grow

I recently wrote about how the post baby boomer generations prefer snail mail to email offers for several different industries. This seems to contradict the notion that these tech savvy generations only respond to hip medium forms like the Internet.

Here’s a bit more evidence that printed marketing materials aren’t going away anytime soon.

The Direct Marketing Association has released statistics that sales from print catalogs are expected to reach $152 billion dollars in 2005, up from $143 billion last year. (This excludes online catalogs and catalogs people read from retails outlets and then visit the stores in person to do their shopping.)

David Coyne
Result Focused Copywriter

“Multiple Ways To Make Your Advertising More Responsive”

Two Strikes Telemarketing

I’ve never been a fan of telemarketing, despite being in the marketing business. But today I received a telemarketing call that really shouldn’t happen. The woman caller informed me that “she had gotten permission from her manager to give me a special deal on an security system for my home.” (Yeah, sure. I’m the ONLY ONE she’s phoning today who’s getting the “special deal.”) But the even more ridiculous part was when she told me the deal was offered by XYZ Security. She was thrown for a loop when I informed her that I already have an alarm system by XYZ Security.

The security and the telemarketing firm could have easily checked the databases to make sure they weren’t phoning people who where already customers. A waste of my time and theirs.

David Coyne
Result Focused Copywriter

“Multiple Ways To Make Your Advertising More Responsive”