The Copywriter's Crucible

One-to-one marketing and its implications for copywriters

In recent weeks, I’ve discussed why you need to adjust your copywriting’s personality to appeal to different audiences. It just comes with the territory.

Well, the rise of one-to-one marketing means the ability to mould your language and style to match your target market could soon be in greater demand.

What is one-to-one marketing?

With marketing budgets being dragged towards the guillotine, marketers are scrambling to deliver campaigns that provide a better return on investment.

The cost of mass, untargeted campaigns is becoming harder to justify, and annoying prospects with irrelevant messages is to be avoided when customer retention is so high on the agenda.

In order to improve their relevancy and appeal, marketing campaigns need to be personalised to match the preferences of each prospect. This can be achieved by capturing data on customers (e.g. with personalised URLs) and then using it to customise future campaigns.

Subsequent email and direct mail messages can then be delivered that feature the products and services a target has shown an interest in. Better one-to-one targeting in this way means campaigns can be more relevant, generate more sales and stave off a marketing budget’s execution.

So what has this got to do with copywriters?

As far as I’m aware, currently the main elements personalised within one-to-one campaigns are the name, images and products offered. However, as more data is added to the pile then future campaigns can be more finely tuned and personalised to match the profile of each customer.

With the personality of copy so important to marketing’s effectiveness, it’s not a wild leap of faith to envision the language of campaign’s being customised to appeal to the personality type of each prospect.

Different personality types (B2B buyers, the technically minded, service orientated etc) respond to different emotional triggers. So it would make sense to be able to adjust the copywriting of one-to-one marketing campaigns to match each segment.

Speculation, but worth considering

If your product is targeted at a wide cross section then delivering one-to-one marketing with copywriting customised to appeal to a particular profile type could reap rich rewards.

Pure speculation at this stage, but something worth ‘added value’ copywriters being aware of because the effectiveness of one-to-one marketing means it’s a strategy that’s set to grow.

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