Protein powders originally grew in popularity with male bodybuilders for building muscle. When you thought protein powder, you thought big Arnie in Pumping Iron. So close became the association that people thought that if you had protein, you would get massive.
This alienated the female market, who thought eating protein would make them bulky. Yet protein supplements could equally help women achieve their goals of being leaner and more toned, without making them bulky.
So how could protein companies get women to start buying protein supplements?
How specific packaging can make all the difference
So smart protein marketers created different packaging to make protein powders more specific and attractive to women.
- replaced the photo of the bulky man with a lean fit woman
- replaced the words ‘build muscle’ with ‘tone muscle’
- added pink labels to give it an extra feminine touch
That was it! All of a sudden the same women who shuddered at the thought of protein now flew toward protein.
That one simple strategy opened up a whole new market – the multi-billion dollar female health foods market. Such was the power of specific messaging.
The power of specificity
The story above demonstrates an important online marketing lesson. Every product has several customer segments / markets. Each major segment has its own concerns, goals and language. By creating specific messages that speak to the segment’s goals, concerns, using that segment’s language, you can dramatically make your product more attractive.
Moreover, in some cases, it does not even have to be a different product. Such is the power of specificity.
The online marketing lesson for your business
Chances are you are not a protein powder company. Chances are you sell services. How does this relate to your website design and online marketing efforts?
You should create specific pages, also called landing pages, for each of your major segments / service offerings / client types to create more relevant and attractive service offers.
Take the case of White Pillar, for example.
White Pillar could have been like other payroll and book-keeping businesses and created a generic website with a paragraph summarising their services. But instead, they created specific pages for each of their services.
In particular, they created a page for independent contractors, which not only contained information specific to contractors; it also featured an annual salary calculator designed just for contractors. This demonstrated that they understood the needs of contractors and had specialist knowledge and tools to them achieve their goals / solve their problems.
By being specific, they were able to become more relevant and attractive.
So don’t just create a generic website. Create a website with specific sections / landing pages for each major market segment. Use the right language, use the right images, have testimonials from similar people, feature useful tools that increase interaction and demonstrate your expertise in solving their problems.