Creating content tailored to your customer groups can be a game changer

By Julia Briggs / 05 Dec 2015



Who’s on first? What’s on second? Why are you talking to your customers like this?

Do you know if your content makes your customers feel like they’re stuck in the middle of “Who’s on First”, that classic Abbott and Costello routine?

The key to their signature skit was Costello’s persistent confusion over pronouns and terminology, and Abbott’s unwavering nonchalance.

If you’re writing marketing content with Abbott’s indifference and not taking your client’s perspective into consideration, you could be turning them into Costello: perpetually confused and frustrated. Who are you? What do you do, again? Why should I care? (Click — let’s go look somewhere else.)

Your customer types are just as different from each other as Abbot is from Costello, but each is equally important to your gig.

•    The production team wants their jobs to be easier.
•    The product manager wants goods and services delivered within budget and on time.
•    The quality-control person wants everything to work correctly.
•    The owner wants the work done efficiently and costs reduced.

They each have different pain points. One may be the person who buys your product or service directly. Another might have influence over someone else to consider working with you.

You can segment and group these client types based on their goals and behaviors to create personas — fictional, generalized representations of your ideal customers. Personas help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors and concerns of different groups.

Personas also allow you to map out and create highly targeted content. For example, instead of sending the same lead-nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas.

The key is taking the time to do this and creating the many pieces of content tailored to your key customer groups.

Keep in mind — without good writing and a thorough understanding of their audience, Abbott and Costello could never have achieved fame and fortune.

“Words are never just words. They’re tools that are either helping you sell, or preventing you from selling. There is no middle ground.” — The Middle Finger Project

Download our FREE template: “How To Create Buyer Personas For Your Business”

Download our Free Persona Template

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