You have a great business offering a “must-have” product and service and you simply need to grab the attention of your potential customers. How simple is that? All you need to do is to appeal to the people who you know would benefit from your product or service.
You might be aiming at a particular demographic; gender, age band, socio-economic group, geographical etc. You have done your research and you think you know your target market so you pitch your product at people who fall within those groupings with your advertising and copy, and that makes perfect sense.
Your problem is that the people within your target market are all inherently different and can be sub-divided into a number of important categories and you must ensure that your pitch appeals to them all.
For any given group you can generally sub-divide those people into one of four sub-groups and your information needs to all to all four subgroups. In simple mathematical terms, if your information only resonates with one of the sub-groups you might have immediately switched off 75% of your target market.
Let me give you a very simple example. Let’s say that I am in the market a new car. I am a visual person. I am more interested in the shape, the lines, the colour, the look of the dashboard instruments, and the other visual aspects of my new car.
When you start talking to me about the engine and the speed and the gears and the fuel consumption you are not interesting me at all and I would be less likely to purchase from you than the salesman who talks to me about the shape, lines, colour and interior of the car.
Another person might be a “kinaesthetic”. They might be more interested in the feel of the steering wheel in their hands, or the gear stick, or the door handle. They might want to play with the gadgets
Your next customer may be an “auditory” person. They want to hear the engine at full throttle, or listen to the stereo system, or be turned on by the noise the door makes as it closes.
You need to know who you are speaking to and what it is about your car that gets them excited, otherwise they lose interest very quickly.
Talk to them in the language that understand. Do you see what I am saying? Does that make sense? Can you grasp what I mean? Do you hear what I am saying?
One or two of those questions above will probably have resonated within you whilst the other questions are simply words on the page. As a visual person I can, “see what you are saying”. It “looks” good to me.
An auditory person can’t “see” what you are saying, but they most definitely, “hear” you.
You might subgroup people into their “buying” or learning style. Some would be “pragmatists”, interested in the cost, the finance package, the price comparison with your competitor and the extras you are offering. A “reflector” might love the car and be a definite customer but just NOT RIGHT NOW.
They might want to walk away for an hour, or a day, or a week and give due consideration to your offer. Trying to force the issue with them will simply switch them off. A “buy now and get a discount offer” is likely to send them to your competitor whereas leaving them with a handshake, a smile and a follow-up call a couple of days later will bring them back with their wallet open.
I invite you to go back to your “pitch”, your “copy”, your “information” and re-examine it. It might appeal massively to you, at least I hope so because you have written it and it should float your boat.
Would it appeal to someone who is not in the same subgroup as yourself? Is it all about the great affordability and finance, or is it about the great look or sound or feel?
Ideally it should be about all of those aspects or you could be alienating your carefully considered demographic.
An information pamphlet that is all text will go in the bin without me even looking. I want to see pictures. Others might not care about the pictures but they will not read it if there are no testimonials from other satisfied customers.
Does it use different words and phrases that will appeal to everyone? Ensure your copy is peppered with visual, auditory and kinaesthetic phrases to ensure that you keep the interest of all.
We all know that witnesses to an event have different memories of the same event. I would recall the visual aspect of the experience.
When I recall holidays I most vividly remember the colours, the sea, sand, the sunrise and the sunsets, the cocktails and the clothes. You might remember the sounds; the laughter, the surf on the beach, the gulls, the music, the breeze blowing through the trees, the conversation. And another may recall the feel of the sand of their feet, the coolness of the breeze, the tastes, or the smells, or the comfort of the room.
If you want to sell all of us your holiday package take care to ensure that your brochure covers as many angles as possible.
When you compile a blog you need pictures and sub headings and an attractive font for the visuals. You need a videos for the audios. You need specific instruction and calls to action for the pragmatist. You need offers and whilst you have to create a sense of urgency in your product offer beware of alienating the reflectors.
You might want to spend some little time at least gaining a basic understanding and I would direct you to check out the Kolb cycle, Honey and Mumford and Flemings VAK model as places to start. See what you think and try to accommodate some of their thinking into your Blog.
Does that makes sense? Do you hear me? Tell me how it looks.

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I am 29 years married man who tries to enjoy own life.I love to take seriously health and relationship.I also love to write a blog for my readers to give them my idea. Another part of my life is technology which is very important in my life and enjoy the technical world.


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