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Your Target Audience is Poor, Fat and Old

08/27/2010

Most Americans would rather be richer and thinner than smarter and younger, according to the results of a new Adweek Media/Harris Poll.

In the study 43% stated a preference to be richer even if they can’t specifically define what “richer” really means. Somewhat surprising is the preference to be richer is double the number of respondents who’d like to be thinner (21%). Only 12% wish they were younger.

Perhaps not surprisingly is the fact Men are twice as likely to want to be younger and Women are twice as likely to want to be thinner.

This creates a challenge to marketers…how best to connect with an audience dissatisfied with itself?

There’s no single answer but clearly the opportunity lies with connecting to their emotional drivers. Consumers’ choices are often guided by how they expect their purchase will make them feel.

For example, a person who sees an ad for a Caribbean cruise in the dead of winter would expect to enjoy the trip more if the copy read, “Winter getting you down? How’s it going to feel after three more weeks of this? Wouldn’t a sun-filled tropical vacation help? Book one today,” than if the ad simply touted the trip before invoking the customer’s feelings.

By first getting buyers to think ahead to more winter, the advertisement actually makes them consider the effects of the vacation on their feeling more than if they just think about the vacation.

Following this line of thinking is valid. To accomplish this:

  • Define a clear message about the product/service – one that’s focused on the benefits received from using the product/service
  • Overlay the motivation to buy the product/service
  • Highlight the solution, i.e., the feeling the benefit produces

Once done the 91% of surveyed Americans who are dissatisfied with their income, weight or whatever will be ready to act upon your message.

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