How to write to your ideal client without alienating your whole target market

I've just finished Ripley on Netflix and it's already prompting me with a few programmes that "I might like"

We've all been there - everyone loves the feeling of something personalised just for them.

And as copywriters, we're told to write to that one person - our ideal client, and join the conversation in their head.

But wait a minute.....

While this is great advice - it becomes harder when you have more than 1 target market

It's a common challenge, especially in B2B writing where your message needs to appeal to multiple personas of your target audience.

When you have clusters or a variety of target customer segments writing to "1" person who may fit your Ideal Customer Profile (ICP) will more often than not, alienate other segments of your target market who while also interested in your services will disqualify themselves from your services because your message doesn't speak to them.

So how exactly do you personalise your copy and write to that 1 person without alienating other segments of your target market?

I'm breaking a copywriting rule and talking about how writing generically can make you write specifically - (gasp)

The Barnum Effect, also known as the Forer Effect, named after the famous showman and circus founder P.T. Barnum, refers to the psychological effect where individuals believe vague and generic statements and descriptions (which can be applied to most people) – is specifically tailored for them.

And when applied to copywriting, it can help create content that resonates with a diverse range of users.

The Barnum Effect works due to our tendency to attach personal meaning to general statements especially positive comments.

The psychologist Bertram Forer in his study, gave his students a personality test and told each student they would be provided with feedback by Forer himself. Without letting them know, Forer gave the students the same feedback with a paragraph full of very generalised statements such as:

• You tend to be critical of yourself.

• Security is one of your major goals in life.

• At times you have serious doubts as to whether you have made the right decision.

The students were then asked to rate how accurate they felt the feedback was with the average rating being 4.3 out of 5.

How you can apply this to your business writing

1/ Find the commonalities:

The Barnum Effect works because of the generality of the statements.

You're not fixating on one problem or one market but rather focusing on your total market's commonalities For example, the statement, "You worry about money," can be applied to most people, irrelevant of their demographics.

2/ Make a Personal connection:

Just like how Spotify and Netflix give the illusion of personalisation - telling us that they’ve curated products or services based on our purchasing history when your readers feel like you "get" them, they're more likely to connect with your message and trust your brand.

People make purchasing decisions based on emotion. When readers feel like you "get" them, they're more likely to connect with your message and trust your brand. Show that you understand your audience's pain points and challenges.

Show them that you're listening to them.

Mine your customer reviews for specific words that they use to describe their challenges and problems and desired outcomes.

3. Use Ambiguous Language

Yes, I know clear over clever - but to appeal to a wider audience, you will need to use language that is open to interpretation and allows readers to relate it to their own experiences.

The "Think Different" slogan used by Apple in the late 1990s and early 2000s is vague - yet manages to tap into the human desire for individuality and creativity and made people feel Apple products were not just tools but extensions of their unique personalities. Copywriting Tip: When using the Barnum Effect, frame your product or service as a means for your customers to express their individuality or stand out from the crowd. Encourage them to embrace their uniqueness.

4. Offer Broad, Relatable Examples

Include examples that encompass common experiences, emotions, or challenges that your audience can identify with. Nike's Find Your Greatness Campaign showed us several scenarios where an individual had to conquer their fear.

Interview your customers Get them to reveal the "Why" behind their problems and turn it into a common conflict such as Calendly fighting against the to and fro of scheduling or an internal conflict, for example, Nike fighting our inner enemy of fear.

Call out your villain and relate it to your demographics. For example: In the UK Dove sticks to the brand's mission to encourage confidence in beauty standards as well as fighting to keep our children safe online while in the USA it fights against hair and body discrimination.

5. Employ Positive, Aspirational Language

Make statements about character traits that most people would see as positive and use positive language that emphasises self-improvement, growth, and achievement.

Be Positive: Your message can appeal to a larger audience when it doesn't rely on specific details or characteristics. Such phrases like "You pride yourself as an independent thinker?" or "Your work ethic drives your business." will give you a broader appeal.

Horoscopes, are the perfect blend of vague and general statements filled with positivity. While they provide advice to the reader who then attaches a personal meaning the reality is each can be equally applied to all 12 signs

Find a universal, positive emotion or desire that your service can fulfill, and use it as the focal point of your copy. Make customers feel like your brand is the key to achieving their desires or emotions.

Copywriting Tip: Be careful with your ratio of positive to negative traits. While including negative traits makes them curious to learn how they can improve themselves, being too harsh on your reader will turn them off. 6. Use the Word "You"

Address your audience directly using the word "you". Make your content feel more conversational and help place them in the picture.

Focus on an emotion or train of thought common within your target market and turn it into an inner narrative. You can use generalised statements or questions.

Phrases like "You pride yourself as an independent thinker?" or "Your work ethic drives your business."

1. Tap into an emotion or train of thought that is common within your target demographic

2. Turn it into an inner narrative using generalised statements or questions

3. Get your audience to say wow this person really gets me

For example, everyone on this Tweet below recognised themselves having the same question and wanted to search for the answer

The Barnum Effect is often overlooked when it comes to writing to that 1 person but by focusing on the commonalities of your customers you can create copy that feels very personal to them.

It's the difference between writing copy for "Parents with a newborn baby " and Parents who deserve a good night's sleep."

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