An effective marketing copy is one that reaches out or connects to your target market. However, this may not be achieved when there is no open communication or collaboration between the marketing team and the sales team.
Remember, your sales staff is composed of people who directly interact with customers while your marketing team is the force behind your marketing campaigns. Therefore, as the manager, you should make sure that there is corroboration between your two teams.
Everyone in your marketing team must be clear about your goal. And this can be done by conceptualizing an audience statement. Your audience statement must summarize who your target audience is, their needs and wants, their background, and the things that they look for from a product or service. An example of an audience statement is this:
?My audience is largely composed of ________. Most of them are single. They divide their time between their office jobs and leisure. Their first priority is perform their jobs and to give themselves some time for relaxation. They are interested in sports and they are willing to spend on sports activities.
How to Use Your Audience Statement
Your audience statement should be distributed to all members of your marketing team. It should be written in an index card for easy distribution. This helps your marketing team work on one goal and to make marketing plans accordingly.
With your target audience in mind, your marketing copy should respond to what your prospect need. Your sales team can provide the details about your target market and give ideas on how to generate positive response from your market.
If you're going to launch a direct mail marketing, having an audience statement is still important. Understanding your audience statement will help you r marketing team to come up with a message that can appeal to your audience more effectively. Postcards with short, yet efficient message can also be sent in replace of the traditional business letters. Remember, using words or phrases that appeal to your audience's heart and mind are the key to generating a positive response.
