(Photo by Nahid V)
If you’re like many business owners, your mailing list isn’t well-segmented. That means that you can’t simply send a email blast to just women, or just people that have purchased from you in the last 3 months, or just people who live in a 10 mile radius of your store. But you have a new offer that you want to ensure the “right people” see. What can you do?
You make sure that the offer contains the magic words: “…For you, or for someone-you-know-who-is-the-right-person…“.
The key is that the reader of your message is likely to immediately make a judgement about your offer. If you’re selling a product to women, and the reader is a man, they’ll likely stop reading as soon as they figure out the message is not for them. Therefore, make the message apply to them as well (“For you…or for the woman that you love/know…”). That will help to frame the message as as “beneficial gift” for someone they know, which may elevate their own status.
Ideally, segment your list so you can market directly to your target market with images, language, and an offer that resonates for them. But until then, try to be logically and emotionally inclusive.