We hear a lot these days about identifying your audience and tailoring your marketing message specifically to that audience. Nothing new here—it’s Marketing 101. Anyone who starts his/her own business and thinks that his/her audience is everyone has a lot to learn.
Contributing author for DailyWorth: Audience is women interested in financial/career issues
But in some cases, it’s easy to customize your message because you know exactly who your audience is. One of my clients is an insurance broker who specializes in disability, long-term care and life insurance. We’ve been doing 2x/month blogs and a quarterly newsletter to position her as an expert. She recently was accepted as a contributing writer to DailyWorth, an online magazine launched in 2009—“every woman’s guide to money, career, and business” that reaches 1M users. The idea is to make these issues more accessible; they’re tailored to women. Contributors are lawyers, business and leadership coaches, financial advisors/planners, CPAs and career strategists.
Creating a profile geared toward women
The best way to We needed to submit a profile, but our existing bio wouldn’t do—it needed to have a women’s spin on it. We needed to refine this, explaining how she works with women and why she enjoys working with this demographic. The best way to do this? Case studies, of course! We used several short examples of how she helps single mothers who worry about what would happen to their families if something happened to them. We explain how she helps provide peace of mind by identifying a balance of disability and life insurance policies that provide the best possible coverage to fit their budgets.
An article about caregivers, the invisible workforce—generally women
For our initial article, we are repurposing a blog that we wrote a few months ago about caregivers, the invisible workforce. These are generally women who balance career and their families and homes as well as caring for aging parents or other family members. It’s women upon whom the caretaker responsibility generally falls; sometimes they get help, but many times they are stretched thin trying to manage too many lives.
For DailyWorth, we revised this article to create a stronger emotional bond with our readers. We wanted to establish solidarity with readers who may already be part of this invisible workforce, likely exhausted and isolated. We provided a case study that encapsulates what many of these women are giving up in order to care for their aging family members.
Case study: Attorney on the partner fast track
Our case study profiled an attorney on the fast track to become partner at a prestigious law firm. She’d graduated from Stanford and Harvard Law, worked 12-14 hour days and now was poised to become an equity partner in the firm. But when her father was diagnosed with an aggressive form of cancer, her life changed dramatically. Her mother had died when she was very young; her father had raised her, and they were very close. He had worked two jobs to pay for her elite education—there was no money for life, long-term care or disability insurance.
He could no longer care for himself or get to his doctor appointments; now it was her turn to take care of the man who had so selflessly cared for her. She took a leave of absence, knowing she’d have a job to which to return, but she’d lost her chance to become partner.
Women will totally understand this story
This is a story that will resonate with women. Women will automatically understand how hard it is to , the punishingly long hours, forfeiting social engagements to work. Women will understand the loyalty, the father-daughter bond and the need to care for someone who loved unconditionally.
We’ll be contributing one article/month for the next six months on some aspect of insurance. For each of these articles, we will be focusing on this from women’s perspective. In this case, we’re lucky—we know exactly who our audience is!