One Product, Three Customers, Three Different Ways To Write

My soapbox is just about worn out. I’ve been preaching the necessity of knowing your target audience for at least 10 years. “You can’t write effectively to someone you don’t know,” is how my spiel would normally go. When one day someone asked me to show him what I was talking about. “I’m writing copy for computers,” he said. “Everybody needs and can use a computer. How could a general product like that possibly have different target audiences?” I’ll show you exactly how.

Be Specific With Your Definition

Don’t ever begin an analysis of your target audience with the word “everybody.” The people who fit into your target group are individuals. They certainly share common traits, needs and wants, but they are unique. When defining your customer base, and the segments within it, be as specific as possible.

Senior Citizens

If we go back to the computer example, we would surely find several segments within the target group who buy computers. One would be senior citizens. According to the Pew Internet & American Life Project Report, 54% of Americans ages 60-69 go online. In fact, 21% of those over the age of 70 also go online. In order to surf the Internet, these people need a computer.

What concerns do seniors have when it comes to computers? Fear is a big emotion that comes into play with this crowd. While they love the idea of being able to keep in touch with family and friends, many in this age bracket have a hang-up with learning to use new technology. Ease of use and a low learning curve are some things that must be communicated clearly.

High School and College Students

Having grown up using computers in the classroom, and most likely at home, students are generally very comfortable and confident with this technology. If something breaks, they’ll figure it out themselves or just get a new computer. Portability, the latest technology and speed are the biggest factors for students.

With many younger users, gaming is a primary function, so the computer they want/need has to have large amounts of RAM, hard drive space and virtual memory. What about cost? Mom and dad are almost always the money source for a student’s computer, so the student isn’t interested in the price. If mom and dad can’t afford it, there is always grandma and grandpa.

Small Businesses

While computers are a tax-deductible business expense, small businesses are still concerned with price. They are also leery of low price points and special offers because, most of the time, small businesses will need to add a good bit of additional equipment to a basic computer which ups the price.

Small businesses also normally have no full-time IT staff, so support is an issue that comes into play. Is help available to answer questions or troubleshoot if and when networking doesn’t go smoothly? What about repairs? If the computer requires any service, is it done on-site or does the computer have to be shipped to some nameless service center? Is there a guaranteed time for repairs to be completed?

As you can see, each segment has its own concerns about buying a computer. While “everybody” may need one, every person does not have the same concerns or needs when making a computer purchase.

Before assuming that every member of your target audience is alike, take some time to do a little research. Conduct an informal survey, ask questions and talk with customers one-on-one. Find out what their wants are, what concerns they have or what they’d most like to see you offer. Once you find out, write so that you communicate directly with them on their level. You’ll find your conversion rates rise when you give your visitors the information they want.

by Karon Thackston © 2006

General Liability Insurance – When Do I Need It?

General Liability Insurance covers many things as well as bodily injury and property damage. Essentially it covers you when you and your employees injure/damage someone else or their property. General liability, is individualized, so If you’re searching online quotes your information will be submitted to several companies from which a qualified agent in your area will review. You’ll need to talk to that agent you buy it from, to see what is covered. Here are some questions people are asking about when they are considering what type of general liability insurance coverage to get.

Selling Products At An Inside Space

The minimum amount of general liability Insurance is what you’ll need for a policy. The general liability will cover your standard slip and fall types of accidents. Before you set up at a inside space, the municipality will, without reservation, suggest that you carry minimum limits of liability. The municipality will also necessitate that they be added to your liability policy as extra insured and they will want you to supply a certificate of insurance showing these provisions have been met. In addition to the general liability you will want to add product liability coverage. Product liability is designed to cover you if someone alleges that they were sickened by using your product. A municipality may or may not require you to carry products liability. However, because you will be selling to grocery stores they will demand that you carry products liability and once again have themselves added as additional insureds. Corporate grocery stores (i.e. chains) will often require much higher limits of liability which would necessitate the need for an umbrella liability policy.

General Liability Insurance For Clients With Bad Credit

I know of an insurance company that will check your credit on a commercial policy. They only do on personal insurance. They may look at the financials of the business for rating purposes (gross sales, liabilities, salaries, etc) & they may also choose if they will cover you based on the extent of time you have been in business. If you have been in business less than a year, this will give you more difficulty locating coverage than your personal bad credit.

General Liability Insurance Issues

List of issues for any business to think about in analyzing the terms and conditions of a General Liability Insurance policy. Is the dollar amount of the coverage enough, Is the insurer financially sound, Are the premium payments reasonable, Is the deductible too large, does the policy protect against bodily injury to customers and guests on the company’s property, does the policy cover property damage caused by employees and third parties, does the policy cover personal injuries, does the policy cover advertising injury, does the policy cover issues that stem from the company’s products, or is a individual policy needed, does the insurer have a rock-solid history of paying claims on time. When evaluating quotes all these issues come into play.

Cost of General Liability Insurance

You will have to verify with an insurance agent or two in your own state. Prices differ by state, and the rates will be calculated on your income. Not all insurance companies are accepted by all states. Each independent agent will have a group of insurance companies that he/she can write for, so it’s to your advantage to try an independent agent for the the best General Liability Insurance.

Saving Your Own Skin Cosmetics With Sun Protection: The Latest Wrinkle in Beauty Products

There is a tendency in our society to disassociate beauty and brains. However, cosmetic companies are working to change that perception. Now that they are incorporating sunscreens into everything from moisturizers to lipsticks, makeup has become an intelligent choice.

With sun exposure causing 80 per cent of visible aging (as opposed to chronological aging), cosmetics with sun protection makes perfect sense. As well, skin cancer – the most common form of cancer in Canada has more than doubled over the past 10 years, and continues to rise. Add to the bad news, the depleting ozone layer, which provides less protection against the sun’s rays, and there’s all the more reason to save your own skin.

Dr. Lynn From, head of dermatology at Women’s College Hospital in Toronto, believes the move to protective beauty is a good idea. “It introduces sunscreen as a part of a woman’s daily routine.”

From suggests applying a moisturizer with sunscreen to the neck and the back of hands, forgotten areas that usually receive more sun damage than the face. She also recommends choosing cosmetics incorporating a broad- spectrum sunscreen (protecting against both UVA and UVB rays), with a sun- protection factor (SPF) of 15 or higher.

However, locating an SPF rating on a cosmetic label is not always an easy task. Beauty products, unlike drug products, are not required to list ingredients or claim a sun-protection factor.

But that’s changing. By April 2011, Health and Welfare Canada will require testing of any product claiming to offer sun protection. According to spokesperson JoAnne Ford, “any sun protection claim will be considered a drug claim. The ultimate goal (of the new policy) is to give the consumer adequate information. At the moment, labels may seem misleading or confusing.”

This is certainly true. There are labels with and without government approval, claims of sun protection without SPF ratings, and SPF ratings on imported goods which may be misleading because European and North American SPF ratings use different standards. Until next April, when the new ruling and products’ revised labeling will take effect, Ford suggests choosing products that have already been reviewed. Check labels for a DIN (drug identification number) or GP (general product) number, signifying government approval.

If your preferred beauty product has not yet been approved, or provides less protection than you require, there is the option of using it in conjunction with a regular sunscreen. Apply a regular sunscreen first, under moisturizer and makeup. Sunscreens must be absorbed directly into the skin to ensure effectiveness. For this reason, From suggests applying all sunscreen products at least 30 minutes before going out into the sun. It used to be said that beauty is only skin deep. Now, not only are women and cosmetic companies believing it, they’re taking it seriously.

Ten Products to Stock in Your General Retail Store

General retail store owners have to find quality products in order to successfully stock their retail store. As a general retailer, there are several quality products you can purchase in order to stock your store. Firstly, make sure that you have a variety of retail products to sell in your store so that customers find what they are looking for. Therefore, you will need to find a local wholesaler who has a website that allows you to view their catalogue online. Then you should be able to get your stock items available at the best cost.

1. Toiletries are a necessary item to stock. The Always Maxi pads 4 pack is an essential item that you should stock in your general retail store. In addition, it is good to have a variety of sanitary pads especially different sizes.

2. Joko Tea Bags is a well-liked brand worldwide and you can find these at your local general wholesaler as well. Your retail store should have diverse options of tea bags available for your customer so you need to find quality teas to stock on your shelves.

3. Omo and Sunlight washing powders are popular washing powder brands that are affordable to the public. Everyone has to wash their clothing. Sometimes they may run out of washing powder and need to quickly run to their nearest retailer to get this household product.

4. Sunlight washing powder is another great item. This washing powder is gentle on the hands and generally suitable for hand wash items such as underwear and baby clothing.

5. Minora disposable razors are another valuable item to stock in your store. Many people who go on vacation tend to forget their razors, thus a disposable razor is an ideal pick for your store.

6. Indian food is enjoyed worldwide as are Rajah Indian spices. Keeping stock of a variety of Indian spices will keep your customers coming back for more. Here is a quick tip: stock these spices in large packs for economy and affordability for the customer.

7. Lennon Jamaikagemmer is another popular item amongst housewives and mothers that you can stock in your store.

8. Nivea antiperspirant is a hygiene product that is favoured by many customers for its quality and antiperspirant reliability.

9. Tastic rice is a quality brand that is trusted by many households. So if you are not keeping this product on your shelves, you could be missing out on sales.

10. People always need general retail products like shampoos and hair products. Products like the Dark and Lovely range are some of the items you can stock up on. In addition, these have a long shelf life so you can buy them in bulk and save on the unit costs. Then you can pass this saving onto your customers who will keep coming back to your store because of good prices.

Make sure that you purchase these items, in bulk wherever possible, so that you can ensure that customers return to your store regularly.