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Writing to Multiple Audiences

© Dianna Huff

Last month I gave a presentation to the Boston chapter of the Business Marketing Association (BMA) on the "Top Ten Marketing Writing Mistakes." One of the questions asked of me was, "How do you write to multiple audiences if you're on a budget?"

The audience member went on to say he knew his company had two distinct audiences -- techies who want product features, and management types who want benefits. However, he said, they didn't have the budget to produce separate collateral for each audience.

This is a very good question, because as this person indicated, if your product has multiple decision makers, all must understand what your product is and how it will benefit them. But, the message a CEO wants isn't the message a Director of IT wants or even cares about.

The following strategies can help you target two or more audiences without breaking the bank.

Print Ads
If you have two or more groups of people you need to reach, it makes sense to produce ads with different messages and run them in niche publications. However, if your budget is tight, or if you're running an ad in a more general publication, you can do one ad which addresses your various target audiences.

Says sales lead expert Mac McIntosh, "Write ad copy that states the pain points of each audience: 'Sales wants this; IT wants that, and Marketing wants something different altogether. How do you make them happy? With one product -- the XYZ whatever.'"

Collateral
If you work with a mail house or fulfillment company, ask how new technologies, such as Print-on-Demand (POD), can help you save money. POD is a cost-effective alternative to traditional offset printing. According to Dave Canavan, Account Exec for W.A. Wilde, files are stored digitally and can be customized for industries, job titles or functions, and individual prospects.

Also consider how collateral can do "double duty." Says graphic designer Linda Enrico, "Rather than producing a one-size-fits-all brochure, consider a 'generic' shell with pockets for customized inserts. A multi-paneled brochure is another cost-effective solution. You can have separate panels for each audience."

Direct Mail
Instead of doing an expensive four-color mailer for everyone on your list, do a one-page direct mail letter. It's much easier to produce five versions of a letter than it is a mailer. And, not only is a B-to-B direct mail letter cost-effective, testing has shown it draws higher response rates, too.

E-Newsletters
If you have the capability and resources, segment your e-newsletter by industry or job function. For example, one company I worked with had eight vertical industries -- and produced eight separate e-newsletters every other month with links to industry specific news, events, and other pertinent information.

Web Site
Use links on your home page to segment multiple audiences. Dell Computer uses this strategy effectively with links for Consumers, Small, Medium, and Large Businesses, and Public Institutions, such as Health Care and the Federal Government. Your ads, collateral, e-newsletters, and direct mail can then drive prospects to specific pages.

Getting your message across to multiple audiences on a budget isn't difficult. Look for opportunities for ads and collateral to do "double duty," consider cost-effective alternatives, and consult design or other industry experts for new ideas and integrated solutions.