WHAT,THE,RIGHT,VOICE,FOR,YOU,a marketing WHAT IS THE RIGHT VOICE FOR YOU?

Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t

There has been a major change in the American socialstructure. For the first time, many older citizens havesignificant discretionary income. Among younger people withchildren, the mode now is both parents working. Many coupleshave very little discretionary income.Different Folks Need Different Strokes You simply can not talk the same way to Xers and SeniorCitizens. It won't work because the value structures differbetween these groups. And so do their attitudes. Moreimportant, they respond differently to a given stimulus. For the most part, buy decisions are made emotionally, thenjustified later with "reason." On a website the emotionalresponse that triggers the buy decision comes from what is saidin the sales presentation. This means you must know precisely who you are talking to. It means understanding their values, attitudes, and goals. And it means understanding what motivates them to buy.Voice Matters Grab a Western novel, a thriller, a mystery, and maybe a taleof romance. Read a bit in each. Writers speak about voice, andstruggle to get it right in all of their work. Voice is a casual term that includes style, imagery, andemotional triggers effective with the reader. It also includesselection of vocabulary, and such simple things as sentencelength. In short, anything that helps project a specific tone or feeling is part of the voice that produced it. As suggested above, the voice appropriate for Xers isinappropriate for Seniors. And conversely.Off-Target Input Can Mislead Input from off-target visitors may distract you. It'spossible given sufficient input of this sort, you may bepersuaded to introduce a new product to take advantage ofapparent interest. In doing so, however, you have broadened yourfocus, rather than narrowing it. This is always the wrong thingto do. What's more, the off-target product will strike targetedvisitors as being off key in some way, if not in fact negatively. In the end, you are likely to drive away more targeted traffic,than you are able to generate with the off-target product. An Aside: If you stumble across something that seems ofinterest to a significant off-target group, rather than weakeningan existing site, consider building another which can be totallytargeted to this newly defined group.A Target Within A Target Suppose you have decided to target Seniors. And you knowenough of their convictions and motivations to be effective intalking with them. That is, you can relate to them in anappropriate voice. An additional step can be helpful. Define a subset of this group and thus narrow your targeteven further. Then adjust your manner of speaking accordingly. While you don't mind if others listen in, you write to and foronly those within your target. You use a voice specific to thisnarrowly targeted subset. For example, among seniors there are those who graduated fromcollege. Others have educated themselves. Many have been lockedinto the business world as owners, managers, or employees. Andstill others, never held a high paying job. Further, to manywomen, family is all that ever mattered. If you can define a subset of Seniors, the proper voice maybe quite different from what is needed for a different set. Adjust accordingly.Xers Versus Seniors The more profitable market may be Seniors. However, if you are an Xer, it may be best to ignore this group and target a subset of Xers. Why? Because you hold their values andattitudes. It will be much easier for you to find the rightvoice with which to relate to your target. Seniors, on the otherhand, are likely to ignore you, unless you can adapt their valuesand attitudes, and thus a voice appropriate to them. Direct your newsletter, site content, and sales presentationsas specifically as possible to your target. Continually seek tonarrow this target even further. That some off-target visitorsmay buy, is a bonus. But it in no way suggests broadening yourtarget to include them. Or changing the voice.There has been a major change in the American socialstructure. For the first time, many older citizens havesignificant discretionary income. Among younger people withchildren, the mode now is both parents working. Many coupleshave very little discretionary income.Different Folks Need Different Strokes You simply can not talk the same way to Xers and SeniorCitizens. It won't work because the value structures differbetween these groups. And so do their attitudes. Moreimportant, they respond differently to a given stimulus. For the most part, buy decisions are made emotionally, thenjustified later with "reason." On a website the emotionalresponse that triggers the buy decision comes from what is saidin the sales presentation. This means you must know precisely who you are talking to. It means understanding their values, attitudes, and goals. And it means understanding what motivates them to buy.Voice Matters Grab a Western novel, a thriller, a mystery, and maybe a taleof romance. Read a bit in each. Writers speak about voice, andstruggle to get it right in all of their work. Voice is a casual term that includes style, imagery, andemotional triggers effective with the reader. It also includesselection of vocabulary, and such simple things as sentencelength. In short, anything that helps project a specific tone or feeling is part of the voice that produced it. As suggested above, the voice appropriate for Xers isinappropriate for Seniors. And conversely.Off-Target Input Can Mislead Input from off-target visitors may distract you. It'spossible given sufficient input of this sort, you may bepersuaded to introduce a new product to take advantage ofapparent interest. In doing so, however, you have broadened yourfocus, rather than narrowing it. This is always the wrong thingto do. What's more, the off-target product will strike targetedvisitors as being off key in some way, if not in fact negatively. In the end, you are likely to drive away more targeted traffic,than you are able to generate with the off-target product. An Aside: If you stumble across something that seems ofinterest to a significant off-target group, rather than weakeningan existing site, consider building another which can be totallytargeted to this newly defined group.A Target Within A Target Suppose you have decided to target Seniors. And you knowenough of their convictions and motivations to be effective intalking with them. That is, you can relate to them in anappropriate voice. An additional step can be helpful. Define a subset of this group and thus narrow your targeteven further. Then adjust your manner of speaking accordingly. While you don't mind if others listen in, you write to and foronly those within your target. You use a voice specific to thisnarrowly targeted subset. For example, among seniors there are those who graduated fromcollege. Others have educated themselves. Many have been lockedinto the business world as owners, managers, or employees. Andstill others, never held a high paying job. Further, to manywomen, family is all that ever mattered. If you can define a subset of Seniors, the proper voice maybe quite different from what is needed for a different set. Adjust accordingly.Xers Versus Seniors The more profitable market may be Seniors. However, if you are an Xer, it may be best to ignore this group and target a subset of Xers. Why? Because you hold their values andattitudes. It will be much easier for you to find the rightvoice with which to relate to your target. Seniors, on the otherhand, are likely to ignore you, unless you can adapt their valuesand attitudes, and thus a voice appropriate to them. Direct your newsletter, site content, and sales presentationsas specifically as possible to your target. Continually seek tonarrow this target even further. That some off-target visitorsmay buy, is a bonus. But it in no way suggests broadening yourtarget to include them. Or changing the voice. Article Tags: Means Understanding, Voice Appropriate, Off-target Product, Target Seniors