Look around your house for a minute. What do you see? The home itself, furniture in the rooms, carpet or rugs on the floor, a couple of cars in the driveway. Over the years, have all these things changed? Sure they have. Why?
Maybe some of these things needed updating because they were out of style. Some may have just worn out. But chances are many of the changes took place due to the stage of your life. The same holds true for the customers you’re writing copy for.
Couples with newborn babies will have entirely different concerns, wants and needs than a retiring couple. Let’s look at a few “for instances.”
Couple with Newborn
- House – Room to grow, big backyard, excellent schools, children in neighborhood
- Car – Space for baby’s things, good gas mileage, affordable
- Carpet – Stain resistant, easy to clean, neutral color
- Furniture – Sturdy, stain resistant, comfortable
Retired Couple
- House – Downsized to reduce cleaning, upkeep and heating and cooling costs
- Car – Possibly the luxury model they’ve always wanted
- Carpet – Elegant wool or silk rugs that look great and work well for light use
- Furniture – Beautiful and reflective of their personal style since staining and jumping are no longer problems
Now, if you were writing copy for a realtor, furniture store, carpet gallery or auto dealership, how would it change as you segmented each of these audiences during particular stages of their lives? Something to give a
Never assume everybody is in the same place in life. Ask questions before you begin writing.
