Comment by Ricky Breslin

December 15, 2006 @ 10:24 pm

Great story Shaune!

Comment by Sherry

December 16, 2006 @ 8:31 am

I thought this was interesting when we talked about it in class Tuesday evening. And with the larger percentage of divorce and people choosing to live independently, I think this market segment will continue to grow.

Actually, I can relate to this premise. In my 40s and looking for new challenges (just anything DIFFERENT in my life really), I changed the color of my hair a few months ago–red highlights!! This wouldn’t be so significant to a lot of people, but my hair had been the same tone since college! So, I can see the potential in this idea.

Comment by Jay

December 16, 2006 @ 11:30 am

Very insightful blog Shaune, especially for a newer copywriter who is like a sponge right now. Thank you.

Comment by Allen

December 16, 2006 @ 5:19 pm

Ahh! Market Segmentation. For years I’ve had countless arguments with my business partners who didn’t see the power in this. “That segment is too small…let’s just speak to the masses.”

Shaune, you’ve provided terrific illustrations of the power in this. Some segments might seem small - but I find that they’re usually the most thirsty.

Those who don’t grasp this…well…more money for us!

Comment by Pam

December 16, 2006 @ 7:38 pm

I know market segmentation works, because I’ve lived it.

Years ago, I worked for the Des Moines, Iowa, police department. While I was there, a bunch of officers decided to start a band. I joined–the sole female (and civilian) in a group of six.

Now, a lot of people would think we had to be starving musicians. After all, what could kill a party faster than to have the cops there before things even get interesting?

All it took was one DARE officer to invite us to a fifth-grade graduation ceremony. Within weeks, we were rocking the rafters at elementary school gymnasiums all across the county. Then, the local Marine attachment heard about us, and we wound up leading one of the most successful Toys for Tots drives in the area, for four years running.

Of course, once our fellow cops found out we didn’t suck, there were cop weddings, cop conventions…we stayed plenty busy. We didn’t even have to write out a USP: all people needed to see was a photo of five uniformed officers, holding guitars, and they knew exactly what we were about.

I left Des Moines seven years ago, but the rest of them are still playing, twelve years later. They may not appeal to everyone, but they aren’t starving.

Comment by Pam

December 16, 2006 @ 9:03 pm

Forgot to mention…and this is both slightly on, and slightly off the real topic here…

I’ve recently seen a TV commercial that I liked, too. It’s a Citizen Watch commercial for their “Eco-Drive” watch. It actually made me want one, and it did it two ways: it showed me up-close how pretty the watch is, and it told me I don’t have to buy batteries for it.

Those two SPECIFICS spoke to me, and now I’m kinda hoping I find one under the Christmas tree.

(Rather clever name for the watch too, I thought. Given the current political climate in this part of the world…)

Comment by Ethan Kap

December 16, 2006 @ 10:13 pm

So many “mirco” societies exist in a market place. In my universe I have 20,000 — and within the 20,000 I haven’t even touched the surface of all the segments I could target.

Allen you couldn’t be more right!

Those who won’t follow Shaune’s advice and “Let the market write the copy” through the interview process are truly missing out on nuggets of gold.

Shaune you are on FIRE!

Comment by John A. Manley

December 17, 2006 @ 2:15 pm

Good post Shaune.

I think segmenting the market also allows one’s copy to get shorter and more to the point — because we aren’t try to speak to more than one type of person.

I just renegotiated a deal with a client for an extra $2,500 plus an increase of 2.5% royalty to create 6 variations of the copy I’d already outlined (for $5,000 + 5% royalty) to speak to six variations of prospects for the same product.

Likewise, as a copywriter, since I’ve decided to focus only on one business niche, my conversion rates have risen. With a list of 5 (yes 5!) qualified leads I contracted over $2,000 in fees in just two weeks.

That was with a list of five. Highly targetted list. With no testimonials.

So, why are we talking about this in a public venue, for free?

Before I say anymore, I’m going to stop typing.

John

http://www.realitycopywriting.com/free_audio_interviews

Comment by Emerson Wickwire

December 17, 2006 @ 2:31 pm

Excellent point, Shaune. The first key is recognize the tremendous value of list segmentation. The next step is to master the mechanics of it. Cheers!

Comment by Brett

December 18, 2006 @ 10:57 am

I agree with John, this stuff is too good to be giving away to the world for free…

A great reminder of how important it is to niche. And then sub niche.

Don’t go after painting contractors, go after painting contractors with 5 employees, who only do interior remodeling painting, etc.