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Market segmentation is essential for copywriting, and today I will show you the best practices you need to achieve copywriting success.

Market Segmentation: What Is It?

When you first hear the term market segmentation, it might sound like some complicated business jargon, right? But think about it this way: Imagine you see a trailer for a new superhero movie, like Deadpool and Wolverine, for example, and it excites you. You think, “Yeah, I’d love to see that.” 

Now, imagine the same movie with a trailer that shows more intense action scenes, explosions, and high-speed chases like Fast and Furious—suddenly, it’s not your vibe anymore.

This is essentially what market segmentation is: understanding that different groups (or “audiences”) react to different things in different ways. The movie may still be good, but it’s marketed differently to appeal to various types of people.

Now, let’s break it down. Market segmentation is the process of dividing a broad consumer or business market, typically consisting of existing and potential customers, into sub-groups of consumers based on some type of shared characteristics. 

These can be anything from demographic traits like age, gender, income level, to psychographic ones, such as lifestyle and interests. You may be thinking, “Okay, but why does this matter for copywriting?” Let’s get into that!

Market Segmentation: Why Is It Important for Copywriting?

Let’s get into the heart of why segmentation is crucial in copywriting. Picture this: You’re writing an ad, and it’s meant for a group of people who share a common interest in, say, running. 

You’ve run the same race, so you understand the excitement, the struggle, and the triumph of finishing. But then, you realize you need to tweak your message to address the beginner runner—the one who is just starting out. 

The message needs to shift from motivating someone who’s already achieved their running goals to someone who’s still hesitant and wondering whether they can keep going after mile one.

Think about it like Mario Kart—everyone’s on the same track, but some people have different goals. Some players are just racing to finish, others are in it to win, and some just want to collect coins. 

If you treat everyone the same, no one will feel the rush, the excitement, or the thrill of their own unique experience. Your copywriting needs to adapt based on where your audience is in their journey.

By segmenting your audience, you can write more precisely, hit those pain points, and connect with the right people in a way that feels personal to them.

This is particularly important for us as freelancers or business owners, trying to find those golden moments where our words truly make an impact. 

My piece of advice is: always remember that one message doesn’t fit all. When you target your audience, you show them you get their world, you understand their struggles, and you know exactly how to help them.

Market Segmentation: What Are the Best Practices for Copywriting?

You’ve got the basics down, but now the question is: how do you actually put this into practice? Here’s a step-by-step guide, with real-life analogies that even make sense to someone who’s just starting out. Ready? Let’s dive in.

Incorporate Emotional Segmentation

We’re emotional beings. Think about it: when was the last time you watched an ad or read something that really made you feel something? Maybe it was a motivational ad that fired you up to achieve something, or perhaps it was a heartwarming story that made you reflect. 

Emotions drive decisions, and when you segment your audience emotionally, you tap into their personal motivations.

For instance, if you’re writing for a fitness brand, targeting someone who’s just starting out in their fitness journey, the tone should be uplifting and encouraging. 

On the other hand, if you’re writing for seasoned athletes, you might use a more competitive, performance-driven tone.

Leverage Behavioral Segmentation

Behavioral segmentation looks at how people behave online, such as their previous actions and purchasing habits. 

If you know someone frequently buys running shoes from your store or engages with specific blog posts, you can tailor the copy to speak directly to those behaviors.

Take this example from the world of video games: When you’re playing Mario Bros., you get power-ups based on your actions—maybe you’ve collected enough coins or defeated enough enemies.

In a similar way, behavioral segmentation lets you serve up tailored messages as rewards for your audience’s actions. The key here is tracking customer actions and using that data to create more personalized content. 

If someone has visited your product page a few times but hasn’t made a purchase, sending them a targeted email with a special offer might be exactly what they need to seal the deal. 

The bottom line here is don’t just write a generic message and hope for the best. Understand what each segment has done and craft your copy to meet them where they are.

Find the Common Stories

One of the best ways to connect with your audience through segmentation is by telling stories. Stories are powerful tools for communication, and they’re also relatable. In fact, stories are what make marketing feel human. 

If you’ve ever tried learning a new language, you know that immersing yourself in the culture makes a huge difference. Just like learning Korean or Japanese, market segments have different “languages” and stories that resonate with them. 

As you segment, consider the common narratives each group holds: What are their pain points? What do they aspire to?

I find this practice particularly useful in my own freelance work when I’m trying to tell compelling brand stories or craft content that speaks to different segments of readers. 

Think about it: stories about overcoming obstacles resonate with one group, while stories about innovation and cutting-edge technology might appeal to another. Every segment has its own journey, and as a copywriter, you need to speak to that journey through your content.

Understand Your Audience’s New Preferences

Market preferences are always shifting. In 2025, things move faster than ever. People’s preferences evolve rapidly, and copywriters need to be on top of those changes. 

Whether it’s new trends in digital media or shifts in cultural dynamics, staying in tune with your audience’s changing tastes is crucial. 

Here’s the kicker: what worked a year ago might not work today. It’s like a game of Mario Kart—every course changes the techniques a bit. 

Staying updated on your audience’s preferences allows you to tweak your copy and adjust your approach to what feels most relevant to them.

Segmenting your audience is a game-changer. But remember, it’s not just about data. It’s about keeping the audience in mind throughout the entire process and understanding where each segment is in its journey.

Whether it’s emotionally, behaviorally, or culturally, identifying how your audience thinks and feels is the key to writing copy that truly resonates.

As you implement these best practices, keep tweaking and refining your approach. Like running a race or writing a novel, you don’t get better unless you put in the work and adjust your strategy.

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Uma publicação partilhada por Matheus Xavier Copy (@matheusxaviercopy)

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