4. Know Your Audience and Talk to Them in Their Language It’s not that Apple doesn’t mention product specifications and technical details at all. In fact, every product page on the Apple website does mention those things. But, they put it below-the-fold. Visitors to Apple’s website first have to scroll past beautiful product images and large-font simple copy telling them about the product’s benefits. Initially, Apple customers won’t find words like megabytes or gigahertz. They find words they know and understand:
“edge to edge glass”
“retina display”
“LED backlighting”
Apple knows its customers very well and has developed loyalty in their market share. And, they know how to speak to them in the language that makes them feel comfortable, not overwhelmed and confused.
The products themselves are a marketing mix that show off their relevance to the way Apple’s customers actually live their lives. For instance,
The iPod isn’t just “a music player and storage device” – it lets you store hours of music in your pocket.
The iMac isn’t just “a computer” – it helps make your computing experience exciting and pleasurable.
The iPhone isn’t just “a smartphone” – it lets you put the power of an Apple computer in your phone.
Is your website copy speaking your prospects’ language? Creating a customer profile for each of your main audience segments is the best way to find out. This helps develop the content marketing strategies specific to your audience. Even better, the process of creating these profiles will help you to understand your audience much better. Then, you can give them what they’re looking for – and make your content even more appealing and valuable to them. Here’s how to make sure that you’re talking to your users and customers in a way they understand and feel comfortable with.
