You Should Always Test Your Copy, So Use This Strategy

How can a social marketing plan mature the variation of copy for different audiences?

This is the question that I found myself pondering after I received feedback from two articles on (1) the idea of A/B testing and (2) content generation for a specific industry. Both posts were introductions to the idea of a strategic social marketing plan. However, as a plan matures, I find that without guidance, incipient social marketing managers can falter on how to word copy to appeal to a specific target audience.

In this post, I want to highlight an idea first posed to me by Randy Hlavac in Northwestern University’s Social Media Marketing specialization MOOC on the Coursera platform:

Humans are driven by needs and emotions, so use Maslow’s Hierarchy as a framework for finding the wants and needs of your target market.

The copy for A/B testing focuses on 4 needs: (1) safety, (2) belonging, (3) esteem/prestige, (4) self actualization.

Safety: Appeal to a person’s security needs and desires to not miss out on what is necessary.

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