Most marketers by now understand that they need to have a customer avatar or buyer persona in order to know their customer, their needs, problems, goals, etc.
But you must go beyond that basic understanding to create truly resonating messaging.
You have to align four things:
You don’t want to send a coupon for a steak dinner to a vegetarian.
How well does your customer know you?
You speak very differently on a first date than you do once you’re married.
The simpler you can keep your message to non-customers, the more successful you’ll be in having them understand you.
Where is this person in their lives and in the buying cycle of your type of product?
How mature is your audience in your marketplace?
Have they been hearing the same generic promises from people for years, making the outcomes you deliver less believable?
Make sure you are sending a message that is believable given the sophistication of your market.
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