Segment your List to Match your Offer

We are picking up our discussion on offers after a brief hiatus. To review where we’ve been, see my blog post from last week.

When you’re crafting an offer, you MUST take your target audience into consideration, but their demographics and their psychographics. We’ll start with the basic on demographics,

Demographics are characteristic that make-up your target audience. In Business-to-Consumer markets they include (but not limited to):
• Age
• Gender
• Occupation
• Income
• Martial status
• Children
• Rent/own home

And many others not listed here. You must consider each of the common characteristics of your market when crafting an irresistible offer.

For example, if you’re selling adjustable beds, and you’re offering a free video with testimonials, demonstrations etc your main demographic is more than likely people over a certain age. You’d probably want to offer the option of a DVD or VHS. Whether you drive them to a website is also a consideration. Driving them to a phone call may be a better option. Careful consideration must be given towards biases that exist in any list.

In business-to-business some common demographics include:
• Industry or SIC codes
• Job title
• Annual sales
• Number of employees
• Public or private
• And others

Whether working in the B2B or B2C environment careful consideration must be taken in examining the demographics of your list. Next week we’ll start with the first of 8 tips you can use to craft your next irresistible offer. See you then.

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