10 Ways Specificity Helps You Build a Profitable Audience

10 Ways Specificity Helps You Build a Profitable Audience

Reader Comments (30)

  1. Every single one of these tips are on point. I especially love #7. Far too many times I’ll land on a site and leave based on the language.

    It’s all about engagement and speaking to your audience in a way that they can FEEL it is key.

    Great post Kelton!

    • Thanks Donovan. The title of that psychology study was:
      “Consequences of erudite vernacular utilized irrespective of necessity: problems with using long words needlessly.”
      Psych humor perhaps:)

  2. Specificity helps readers understand exactly what they can expect for their team. It’s what makes it worth their time and effort and taps into their real needs.

  3. I’m about to put the specificity effect into practice with a product I’m launching. I have a “general” pronunciation course for English learners that has sold a few copies. But later this month I’m coming out with a new course targeting the 15 specific problems that Brazilian English learners have – this is the audience I know best, and in fact the course is written in Portuguese. I’m really curious to see how sales and conversions compare…

    • That’s a really interesting example, I’ll be curious to see how it does for you! I would expect it to do quite a lot better, but you never know for sure until you actually test the market with it.

      • Sonia – I launched the more specific course a week ago, and it has sold twice as many as the more general one so far! Here’s hoping for continued success…

  4. Brilliant post. It reminded me of the advice I used to give when I was doing a little freelance work helping high school kids with their college application essays. I’d advise them to “tell a story only you can tell,” and “show, don’t tell,” using vivid personal experience as support. My mantra, repeated to them ad nauseum was, “focus, specificity and proof.” Until it was burned into their teenaged brains. ; )
    And what a difference it made (IF they followed the advice), from a first draft that was often rambling, generic and clichΓ©d, to one that sucked the reader in and told a persuasive, interesting story.
    Specificity is important in every kind of writing there is.

    • Very nice. It works because storytelling is hardwired into humanity at the deepest levels. I think every content marketer could take a page from this “tell a story only you can tell” advice.

  5. I think there’s another way to get attention in a crowded “market”: being weird.

    What I mean is that you can get people to notice your message if you frame it in a unique way. That works in marketing as well as in headlines.

    For example my latest post titled, “How to Seduce a Goldfish” πŸ™‚

  6. I’ve been reading copyblogger for years and I have never left a comment. Now this is good stuff. I can’t help but express my feelings on this one! Great advice.

  7. Another way to grab readers attention is to put humors in the post,make them laugh.I like your idea of being specific because it saves time of both….readers as well as author.

  8. Awesome stuff Kelton! What about specificity in your target audience? The more specific we get in who we’re targeting, who we’re addressing our content to, the more in tune with our target audience we’ll be and the more they’ll feel like we’re talking directly to them. And speaking specifically to our target audience, the particular “persona” we’ve developed. I think this is what Shayna was referring to above, when she talks about a new course targeting Brazilians.

    • I wish I could remember where I read this, but there’s an idea to make your target audience “wide” in one sense and “narrow” in others. For example:

      English pronunciation course for Brazilians
      WIDE: all levels welcome, beginner to advanced
      NARROW: specific nationality
      NARROW: focus on pronunciation (not grammar, vocab, etc.)

      An alternative product angle:

      Advanced Business Travel English
      WIDE: all nationalities welcome
      NARROW: level (must have at least an intermediate level of English to benefit)
      NARROW: subject area – focus on travel, specifically business travel

      Or this one:

      Campus English for Study Abroad
      WIDE: work all areas of English – reading, writing, spraking, grammar, etc
      NARROW: age range (college or pre-college)
      NARROW: topic focus on academic and social English

      It’s an interesting thought exercise, because it helps avoid both the errors of making it too wide AND the error of focusing it down SO much that the market’s too tiny.

      • Speaking, not “spraking”. Please excuse the typos… I wrote this on my phone :-/

  9. really great advice. I wasn’t using the power of short sentences. now I specifically try to proofread it to see how I can make it short and sweet.

  10. Great stuff! The more specific your headlines, your benefits, your offers, etc. the more likely your ideal customer will stand up and say “that is perfect for me!”

    Thanks for sharing πŸ™‚

  11. I got an important lesson – be specific!

    Sometimes general explanation on particular issue is too general and readers might know about it just by reading the title which means your idea is not unique compared to others. I realized my mistake after all. Thanks for the inspiration Kelton!

  12. Great content. Two aspects have been cleverly fused. Yes! That makes the post complete.
    Minimalism is more..simplicity is the highest form of sophistication. And having a clear ‘Position’ makes things clear and easy.

    But, the law of human behavior dictates; “You have to learn a lot; You have to learn what is no more needed; You have learn how to unlearn what you learnt πŸ™‚

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