Even after spending all kinds of time revising and polishing a communication, it’s surprising how tempting it is to skip the “segmentation” step and lump all your readers together. Taking the extra time to break your audience into like-groups with custom messages is time well spent. You’d hate to spend all that time, only to send something that doesn’t resonate or worse, alienates, a large portion of your audience. Right?
Still aren’t convinced? Let’s see segmentation in action:
First, consider this hypothetical topic: Ketchup on hot dogs.
Now, use the answers below to segment yourself into the appropriate audience:
- “Yum!” – skip to the letter “a” below
- “Never! Only mustard on hot dogs.” – skip to the letter “b” below
- “I hate hot dogs.” – skip to the letter “c” below
a) We’re having a BBQ at the park this weekend and would love to see you there! We’ll provide the hotdogs, buns and baked beans. You bring the ketchup, mustard and relish!
b) We’re having a BBQ at the park this weekend and would love to see you there! We’ll have hotdogs, buns, baked beans and all the fixings! Could you bring chips?
c) We’re having a BBQ at the park this weekend and would love to see you there! We’ll have hot dogs, baked beans and hot coals – please bring anything else you’d like to grill!
See how a few little tweaks are all you need to make everyone feel welcome? It really is the difference between hot dog and HOT DIGGITY DOG!
Happy Labor Day weekend!