Although all your customers may be interested in the same product, one is more interested in price, for the other performance is important and the third one only looks at how userfriendly your product is.
People have different needs and interests. Therefore they are not interested in receiving the same information from you. Because their focus is different.
That is why you should apply segmentation in all your marketing activities. Stop sending out this one standard message to everybody. Send people specific information based on their interests and needs. Segmentate.
Segmentation means a lot of extra work because you have to collect as much information as possible about the people you want to reach out to. To be able to make sure your information fits their interests as much as possible. And you have to create different pieces of specific content for different groups of people. One message is no longer enough.
The good thing however is that the present marketing tools make it possible and easy for you to segmentate. Did you have to develop and design expensive ads or mailings in the past, nowadays you are able to adjust your marketing activities to the interest and needs of individual customers. Without much extra costs.
And an extra advantage of segmenation? You will find out only a small group of people is interested in price only. According to Prof. Malcom McDonald, who talks about selling vertilizer; it stinks, you put it in a bag and as soon as it is sold it is thrown away.
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