Know Your Potential Customer Base
Once you know who your customers are, the future step is to know the people
that you want to buy your product. If you have a boss or client, he might have
already set this part. On the other hand, if you are the one who needs to fill
that detail, you might want to sell the product to almost everyone. But that
will not do any good—for now.
At this point, you need to create the profile of the potential leads you want to
attract. You cannot just settle for everybody. Remember that any copy cannot
do that. So, what should you do? Settle for a small and defined demographic.
Since you have a defined customer base, all you need to do is to alter it a bit.
For example, since males aged 18-35 buy the E-Bike 6000, females aged 18-
35 might become attracted to the product as well.
On the other hand, the option to completely alter the initial customer base
demographic is possible, too, as long as you have good reason, or you will
create multiple copies. For example, you can try to cater to married adult
females aged 36-50 in San Francisco, California. The reason is that an e-bike
can help them alleviate the pain of using their cars, commuting, or walking
when doing grocery shopping.
Targeting a completely different demographic is often discouraged. After all,
if you are only set to creating one copy, you must always ensure that the copy
will also click with your customer base.
After all, it is a bit impossible that you have already gotten all the people
within your customer base demographic to buy your product. Do note that
getting customers within a proven market is much easier than getting
customers from unknown territory.