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June 06, 2016
Whether you are writing and distributing a press release, blog post or article, reaching your target audience can sometimes be difficult.
When we say "reaching your target audience," we don't mean just reaching them, but getting through to them. It's a fact: when you craft your press release, you must use a unique title just to be clicked on. Your first sentence is also key.
The question we're going to address is "how do you accomplish this?"
Engaging your reader in your content is the first step. Understanding what type of reader you have is the next step. In an article published through CMI (http://contentmarketinginstitute.com/2016/05/audience-strategies-reaction/), they discuss various types of personalities that may make up your audience. Understanding these personalities and how to approach them from a marketing aspect is quite interesting.
They mention three systems that make up a theory called the 'Reinforcement Sensitivity Theory'. According to Wikipedia, this theory proposes three brain-behavioral systems that underlie individual differences in sensitivity to reward, punishment & motivation.
This theory has previously been used for the prediction of anxiety, impulsiveness and extraversion. More on this theory may be found at Wikipedia here: https://en.wikipedia.org/wiki/Reinforcement_sensitivity_theory
The three concepts that make up the system include 1) behavioral approach, 2) fight, flight or freeze, and 3) behavioral inhibition.
In this article we will look at the first system, behavioral approach. There are three strategies: Rewarding Interest, Rewarding Reactivity and Rewarding Impulsivity. Part of your audience will typically react best to content that rewards their curiosity or interest. Another part of your content should reward people that are easily excitable and like winning. Finally, a part of your content strategy should be to reward people who are impulse buyers.
Let's look at each strategy in more depth. You will reward interest by keyword targeting and engaging your audience with rich content press releases, articles, etc., and directing your social traffic to your website.
Content that rewards reactivity is geared to people who become excited easily, are very aware of rewards and view winning as important. The content you would use to attract this type of individual may include limited time coupons or offers. You might want to give them a way to potentially win an upgrade. They like to save or have the feeling that they are getting a bargain.
Impulse buyers tend to be buy without spending a great deal of effort thinking about the consequences. They make quick purchase decisions when they see or hear about something desirable.
Typically, an ideal way to reach impulsive buyers is to provide an offer through social media that makes the case for a purchase quickly and emotionally. One way of doing this is providing visual or media-rich (audio/video) representations of a product that will be attractive to your audience. You also want to make it easy to find the price and make a purchase. By providing visuals to impulse buyers, they can envision how the item would suit them. Visual stimulation like banners and product displays are good tactics for these types of people.
This goes back to the basics--when we discussed how important it is to include visuals or images when you distribute your press release. When you are looking to use a press release service, much like that of 24-7PressRelease.com, ensure that you have the ability to add images to your press release. For more information on photo usage within your press release, visit: http://blog.24-7pressrelease.com/2014/05/28/19-reasons-why-photography-is-the-biggest-influencer-in-social-pr/
Understanding the mindset of your audience or customers is pertinent; more importantly, recognizing the different types, as we have just done. Knowing how to target these different mindsets will also help you when writing your press release. 24-7PressRelease.com strives to provide information and tips to help you succeed.