Are You Writing Articles for the Right Audience?
Have you seen the new Transformers movie?
We went to watch it last night. I had heard it wasn’t suitable for young children, but not too long into it, I was ready to cover my 12-year-old daughter’s eyes and give my teenage son another talk about valuing women for the people they are, not because of how they look.
What drives me crazy about movies like that is… it’s Transformers! Every kid is going to want to watch it just because they know the toys and the cartoons. I hear it’s doing well in spite of all my complaints, though.
It reminded me of when Star Wars Episode 1 and Jurassic Park 3 came out. My kids were much younger then, and we didn’t feel those movies were appropriate for them at the time. But the toy stores were full of Star Wars and Jurassic Park toys completely geared towards pre-schoolers and young school-aged kids.
Maybe it was intentional, and maybe I’m the one who’s too overprotective about what my kids are exposed to. Or maybe it was a marketing mismatch – a business promoting a product to the wrong audience.
One thing you have to ask yourself when you’re writing your articles or press releases or doing any type of marketing is…
… Who is going to buy your product?
One of my clients is a young children’s book author. She’s tempted to create marketing materials that appeal to kids, since that’s who her product is for. But when we discussed who was actually going to buy her book, and the buying process they would follow, she decided to change her message to speak to an audience that could afford her books and had decision-making power: moms of young children.
How about your message? Is it getting through to the right audience? Or do you have a marketing mismatch?
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