If you know your target markets, then keep slicing them smaller and smaller.. Write variations on a theme that work in details that will resonate with that audience. For example, if you have a product that would appeal to female shoppers, then think about adding a version referencing sorority women. Further refine that by considering individual sororities, such as Alpha Xi Delta, and then work in references such as their colors (double blue and gold), their philanthropy focus (Autism Speaks) and their tag line (Inspiring Women to Realize their Potential). You can roll this out for each group. How many other groups might apply?
Figuring out a way to approach and where to customize content to make it more relevant can help get your message in front of the right people and to encourage a positive association with your brand.
Contributors: Lynne McNamee from Lone Armadillo Marketing Agency