,

Don’t know what to say in your marketing or outreach to get responses?

(This topic came up twice in meetings this week.)

Understand this:

Your message must change depending on your audience.

This is especially true when doing cold outreach.

Concerns vary among decision-makers — even in the same company.

For instance, a CEO's top priority differs from what impacts decisions for a VP of marketing.

CEOs often make decisions based on financials and/or ROI.

Others within companies make decisions for their own benefit.

They want to look good to their boss.

And keep their job.

So you must adjust your messaging based on these concerns and who you target.

Too often, companies try to force the same messaging on everyone.

Keep in mind too…

Success looks different for each person.

A sales director measures success in closed deals or revenue growth.

Whereas an HR director might focus on employee retention or satisfaction.

The bottom line is, to increase your responses, you must:

• Segment your audience.

• Research before reaching out to gather insights about your prospects.

• Personalize your approach based on the information you discovered.

Your audience determines your message.

So focus there first.

Talk soon,

Tom Trush

Direct-Response Copywriter and Marketing Strategist

P.S. Earlier this week, I wrote how AI's impact on marketing is exaggerated and why you don't have to rush to adopt it.

Check out that post here.