Narrow the message to increase your response: Why more specific works

March 13, 2018 Matt Heinz

If you are enamored with the “marketing of more” – more clicks, more traffic, more shares – then throwing your net as wide as possible might sound like a great idea.

But I guarantee it will be counterproductive for multiple reasons.

One, the wider you attempt to reach the more generic your message will have to be.  And the more generic you are, the less interesting you are to anybody in particular.

A more specific message will increase your response rate with a more specific audience.  If you’re trying to reach three audiences, create three specific messages.  Yes, three takes more work than one.  But segments will always outperform overly broad blasts every day of the week.

Two, being more specific gives your audience a more precise sense for the value you will deliver – and hence significantly increases the likelihood they will engage.

For example, which of the two headlines do you think performed better:

  1. How To Improve Your Content Marketing
  2. 50+ Content Marketing Hacks to Double Your Response Rates

Exactly.

Three, when you more specifically target a particular audience, you often pull in responses from those who also want to be in that audience as well.

For example, if you create content that’s specifically for B2B SaaS CMOs (literally put that level of specificity in the headline or teaser copy), I guarantee B2B marketers from at least 1-2 levels below C-level will want to read that content as well.

It’s why the vast majority of people who engage with and read CFO Magazine are, in fact, not CFOs but aspiring CFOs.

This all might sound intuitive and basic, but you and I know there are far more violators than followers of this advice in B2B marketing today.

The post Narrow the message to increase your response: Why more specific works appeared first on Heinz Marketing.

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