2) They Speak Each Prospect’s Language
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For example, Trust In Food’s proprietary data show that farmers with a high affinity for carbon markets gravitate toward informational content on succession planning and leaving a legacy to the next generation at a higher rate compared to the average American farmer. Producers in this segment also are more likely to interact with material and content that has a financial spin to it.
By understanding exactly what type of wording and metrics are most likely to engage key prospects at an individual level, the guesswork can be taken out of campaign and content design.