'Where' needs to come before 'how' because 'where' you advertise affects the effectiveness of 'how' you advertise. Once you've determined what your target group is, put yourself in their shoes. Think about the places online they frequent, what they're predominantly interested in and then put your ads where they're most likely to see them. For instance, there's no point putting your ads where people who are approaching retirement age are more likely to see them if you're trying to attract young people who are actively looking for a career, and vice versa. You also wouldn't use the 'Worried about your retirement' angle either because most young people don't think that far ahead in life. Instead, think about the types of things young people about to embark on a career or launch themselves out into the work force would be thinking about. What are the things that would most likely be of concern to them and that might motivate them to want to get involved in building their own online business. A better, more lucrative lifestyle, working from the comfort of their own home, being their own boss (Honey, I fired the boss), having a second income, the freedom to come and go as they please without having to worry about money, being able to provide adequately for their family and so on. All valid selling points for this target group.
Conversely, if you are targeting those approaching retirement age, you would hone in on their likely worries about whether or not they'll have enough money to live on if they retire (Worried about your retirement?). One of the biggest concerns of this age group is health care - will they be able to afford medical treatment should, or when, they need it. Will they in fact be able to retire at all - studies have shown that many people approaching retirement age are now increasingly deciding that they won't be able to and will have to keep working. How many of us really want to still be working for someone else when we're in our 70's!! So a supplemental income that can be earned from home is an attractive selling point for this age bracket.
When you're writing your ads, think about the language your target group uses and the way they communicate with each other. By this I don't mean their native tongue, I mean the types of words they use and the tone of their conversations - are they formal with each other or do they use a lot of casual phrases, 'txt speak' and slang terminology. Then try to write your ads so that they fit in with their communication 'culture' and are appealing to them. Try several versions of the ad, track your results and then use the one that gets the best response.
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'Where' needs to come before 'how' because 'where' you advertise affects the effectiveness of 'how' you advertise. Once you've determined what your target group is, put yourself in their shoes. Think about the places online they frequent, what they're predominantly interested in and then put your ads where they're most likely to see them. For instance, there's no point putting your ads where people who are approaching retirement age are more likely to see them if you're trying to attract young
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