We’re all searching for ways to make our copy relevant to our target audience.
This podcast breaks down the TAPAS Model and allows you to help you apply it to your Target Audience and the different stages of the customer journey.
When you’re writing any form of message, it has to be fit for purpose.
And the whole point of the TAPAS model, which stands for the TA is target audience, the P is purpose, A is action, and S is sequence.
You need to know who you’re talking to. So you need to know who your target audience is. And what I recommend, I think I also presented it at the same time.
And somebody asked the question, “Hey, how do you know who to write for?”
Well, I actually physically have a picture of somebody who represents my target audience in front of me when I’m writing, so I’m talking one-to-one to that person. I know what their pain points are because I would have done all the research.
You are writing for not everybody. You are writing for one particular member of your very segmented target audience. That way the message resonates with that target audience.
And you’ve also got to have a purpose for that message.
Where are they on the journey? It has to answer a want. It has to answer a pain point. It has to cover some real purpose. And it could be, and if you go back to the AIDA model, it could be making them aware of something.
Now, some adverts are there just to make people aware of a company’s existence or a product’s existence.
And that may be good enough for some types of adverts, but for a lot of messages, obviously we want them to convert into sales, because ultimately the marketing should lead to a sale.
We need to be clear on the action that we want them to take as well, which is the kind of the second A in the TAPAS model.
What do we want them to do? And we have to assume that they don’t know what we want them to do. So we have to tell them what we want them to do, and that’s called the “call to action”.
We have to be very specific.
Order now, fill out the coupon below, click this link. Tell me precisely what it is that you want me to do.
Don’t make me think, and don’t give me options. Because if you gives me options and make me think, then I’m confused, and the confused do not buy. We want to make it as easy as possible to make them take the action that we want.
And we don’t just say “Hello, buy my product.”
Normally, we have a series of messages that lead up to buying a product. We spoke earlier about the middle of the funnel, the sequence. People now go through a number of stages before they get to the final sale.
I think it’s 17 or something that Google suggests now is the average number of steps to get to buy and sell.
Where are they in the sequence?
The message should be appropriate for where they are in the sequence, because we want them to take the next gentle step forward, the next gentle step forward, because we are continually building a relationship with them that ultimately results in the sale.
And one thing that we teach in the 21st Century Marketing Academy is what we refer to as the SRS Method.
We tend to target audience segmented assertion of precisely who we’re talking to. We create messages to build relationships with them, and then we ask for the sale.
That’s the sequence. So you need to be clear where on the sequence they are and why that message is appropriate at that point in time.
What techniques do you use to get closer to your customers? Have your say in our Facebook Pivotal Marketer Community post here.
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