| Speaking | Testimonials | Publications |
E-ssential
Message # 056:
Segmentation Made Simple
Segmentation is one of those marketing terms that get tossed around like rolls of toilet paper at a rock concert, but many people really find it very difficult to apply the concept in their own businesses. At the very least -- especially for the purposes of messaging -- they make it far more complicated than it ever needs to be.
So, continuing the theme of simplicity we started with the last E-ssential Message, here's a simple approach to segmentation that will help you adapt your Essential Message for the person in front of you. It's the same approach I use to help me connect with the reader, audience or visitor every time I sit down to write a keynote speech, print ad, TV commercial or website.
The first thing I do is ask myself: "Is the person familiar or unfamiliar with my industry?"
If the answer is 'unfamiliar', then I know I have to 'sell the category' -- in other words, I have to find out of the broad, generic advantages of using my product or service might be helpful to the other person. My differentiation within my industry is secondary.
If the answer is 'familiar', then talking about broad, generic advantages only makes the other person's eyes glaze over. (If you've been getting this reaction, at least now you know why.) In this situation, the only thing that matters is how my solution is different/better than that of other people or businesses who offer a similar service.
Here's an example: If you're selling shoes to a neanderthal, there's not exactly much point in explaining the finer points between Rockports and Reeboks -- any shoes are better than running barefoot. If, on the other hand, you're selling shoes to Imelda Marcos, (when she still had a palace and 1,220 pairs of shoes to go with it), well, then talking about the finer points of each pair is exactly the kind of conversation you want to have. It's the only way you'll be able to uncover a frustration she might have with the shoes she has -- a frustration, incidentally, that you can help her overcome with the 'perfect' pair in aisle five perhaps...
So when it comes to messaging, the only segmentation you need to look at is the level of familiarity with your industry. Simple indeed, as well as powerful and flexible in a way that no elevator speech or infomercial can ever hope to be.
Best of all, this approach to segmentation doesn't only work for shoes -- it also works for consultants, coaches, financial advisors and business experts of all kinds, including you.
Cheers,
About Michel Neray & The Essential Message:
If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
© Copyright
Concentric Strategies Inc. 416.534.4766
theManager@EssentialMessage.com
® The Essential Message is a registered trademark of Concentric Strategies Inc. Yes, please
copy or forward this newsletter with copyright and
contact information on all copies.