The Introductory Guide to Psychographic Segmentation


Psychographics — a methodology that borrows principles of psychological research and helps apply them towards marketing segmentation (and subsequent campaign design) — can provide you with that missing link. What is Psychographics and Psychographics Segmentation?

How to Do Market Segmentation The Right Way


You leverage market segmentation. What is Market Segmentation. Market segmentation is the process of dividing your target audience into groups so that you can better approach them with different offerings and sales pitches. Segmentation can be done according to a variety of criteria. The Benefits of Market Segmentation. The purpose of market segmentation is to absolutely help your marketing efforts. The Different Types of Market Segmentation.


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Mature Market = 3 distinct segments

Jane Genova: Speechwriter - Ghostwriter

The over-50 market is massive.    However, it's proving not so easy to sell to.    One obstacle is that marketers assume we "matures" are a monolith. At age 50, the delusion is that we all turn into a like-minded group with identical attitudes and patterns of behavior. Wrong, I explain in an article just published in SELLING TO SENIORS.    Here marketers can read it.   Nope, that's not me. Generational Divide Selling

Forever-Frugal Segment: BigBrands in trouble

Jane Genova: Speechwriter - Ghostwriter

  Not ringing up much from the Forever-Frugal segment. The Dollar Store in the North Haven, Connecticut shopping center on Universal Drive sells a three-liter bottle of Diet Cola for, yes, a dollar.    That might compare with a two-liter bottle of brands Coca-Cola or Pepsi selling for $1.98 even in discount stores like Walgren's and Target. 

Good Riddance, "Sunday Night" - No Breakthrough Segments, No Theatrical Quality in Megyn Kelly's Presentation

Jane Genova: Speechwriter - Ghostwriter

Why it became a segment on "Sunday Night" is puzzling. This is the last episode of "Sunday Night," hosted by Megyn Kelly. And the collective feeling seems to be a sigh of good riddance. The programming, as usual, is stale. Unlike "60 Minutes," there are no breakthrough stories. Haven't we heard over and over about how consumers are being used and abused by the airline industry?

Bob Costas Gun Control Speech: Jovan Belcher Murder-Suicide Inspires Halftime Segment

TJ Walker Interactive

Uncategorized bob costas gun control gun gun control jovan belcher

Adorable Grooming Cat Steals CNN Rep. Weiner Segment From Mary Matalin

TJ Walker Interactive

by Mike Bako I often tell my clients to not wear any jewelry that might distract viewers from what they are saying. Anything that could possibly take away from someone understanding your message should be avoided at all costs. After watching Mary Matalin on CNN I guess I now have to add that you should not have [.]. Analysis Video anthiny weiner mary matalin

Media Relations – If You Say It, It Will Run

Matt Eventoff

Call the reporter or producer and ask him or her to pull the segment, it will definitely run. . Media Relations 201 – Calling a reporter after the fact and asking that the segment get pulled because you had a headache during the taping is not only a guarantee the segment will air, it also ensures that you will now have to deal with more stories (about the phone call), a much larger audience, and most importantly, it means you lose control of messaging for a period of time.

What is a Business Model Canvas?


Customer Segments. Simple and traditional segmentation analysis must be done to identify the top segments of the model. It is crucial that you identify clearly the segments as when facing reality, you will need to focus only in a few (1 or 2) to really test your model without a full operation in place. Focus on solving a real pain for the segments identified.

2018 55

What Made the Space Shuttle Challenger Disaster Speech So Effective?

Duarte Blog

Audience Delivery Event Message Strategy address analysis audience segmentation Challenger communication disaster great speeches history Michel E. Photo Credit: The Ronald Reagan Presidential Foundation Former President Ronald Reagan passed away 14 years ago this month. He was a masterful communicator who was faced with a daunting communication situation immediately after the Space Shuttle Challenger disaster.

2018 44

How Customer Experience can Make Your Brand Successful


Business Business Diagrams Business Ideas Business Presentations Business Templates Customer Development Customer Experience Customer SegmentsFor a business to run successfully, it is important to have satisfied clients. It is not only the quality of the product or service that matters but how customers perceive a business and if the expectations of the customers are met. This all has a lot to do with what is called Customer Experience (CX).

Remembering the Challenger, and One of History’s Greatest Speeches

Duarte Blog

The speech succeeded in meeting the emotional requirements of five audiences by carefully addressing each segment. Delivery Diary Event Message Strategy Video address analysis audience segmentation Challenger communication disaster great speeches history Michel E. Yesterday marked 27 years since the tragic Space Shuttle Challenger disaster. Ronald Regan’s subsequent address to the nation is still one of the most well-crafted pieces of communication I’ve ever witnessed.

2013 70

Why President Reagan Deserves the title “The Great Communicator”

Duarte Blog

The speech succeeded in meeting the emotional requirements of five audiences by carefully addressing each segment. Delivery Tips analysis audience Challenger Eidenmuller nancy Nancy Duarte president Regan segmentation speechThis Sunday Ronald Reagan would have turned 100. He was a masterful communicator who was faced with a daunting communication situation immediately after the Space Shuttle Challenger disaster.

2011 63

Unleash your imagination: watch creative videos

Ian Griffin - Professionally Speaking

They range from simple Flip videos which tell winning stories to full-blown studio productions with panel discussions, remote participation via TelePresence and pre-recorded transition or interstitial segments. Executive communications professionals increasingly work with video. The challenge is to not only to research, script, edit and produce the content, but to do so in as creative a [.]. Business Communication Culture Shock! Shallow End

2011 131

Speech coaching

Joan Detz Speaker Services

In case you missed the Marketplace segment on speech coaching: [link

How To: Import images into PowerPoint

Ian Griffin - Professionally Speaking

In this third and final ‘how to’ segment I’ll cover the final step of importing images into PowerPoint 2007 and some of the options you can use to manipulate them. Step 1 – Import: It’s really very simple. Choose [Insert] [Picture] from the main menu and choose the image file you want. It will be [.].

Images 122

On goal setting and running

Craig Strachan - Keep Talking!

And I often find that when I am not really focusing on pace, heart rate etc and just enjoying the run (this happens mostly when I am having a slow cool-down run) I get a personal best (PB) on a segment of a route. This week when I was running back home from St James I got a PB on the St James – Muizenberg segment, but it was meant to be a chilled and slow run after a hard race on Saturday. Here is a thought about running and goal setting.

2015 116

Go behind-the-scenes with award-winning TV reporter

Speak to Lead

See how good you are at counting the number of segments needed for this 2-minute story. Then go behind-the-scenes with the reporter to see how many takes were required to get the final piece. Michelle Michael is an award-winning "one-man-band". Journalism journalism Lou Hampton one-man-band TV news behind-the-scenes video journalist

TV 55

The 5 Bad Habits of Experienced Speakers

Speaking about Presenting

I broke the habit by identifying the segments of my presentation when I shouldn’t smile, and then rehearsing those segments consciously keeping my face relaxed. Just before starting my presentation, I would remind myself again of the segments when I didn’t want to smile. I’ve been through a long journey (25 years) of developing as a speaker. I started off shy, nervous and tentative.

2011 205

ABC's David Muir Does Segment on Stormy Daniels' Pursuit of the Truth

Jane Genova: Speechwriter - Ghostwriter

The two don't seem to fit together: Sophisticated network anchor David Muir and attention-seeking porn star Stormy Daniels. But there they were on the 6:30 P.M. ABC news. Muir gave part of that valuable media time to Daniels' ultimatum for U.S. president Donald Trump. She is willing to return the $130k hush money in exchange for permission to disclose texts, videos, and photos associated with the alleged sexual encounter. 

How to create blog post topics and schedule posts

Six-Figure Freelancer Blog

Before you write each blog post, you should clearly decide on your topic, which segment of your target market the post will appeal to and what problem or opportunity you will address. And your post should stay focused on the topic, segment and issue. That might mean some prospects will not be interested in particular posts; however, if you try to be everything to everybody in each post, you will end up being nothing to nobody.

Fast Food Digital Players - Start on April Fool's Day Stunts (especially for social networks)

Jane Genova: Speechwriter - Ghostwriter

Then, how about talking up that community project to be featured on ABC News with David Muir as segment of "American Strong?" Historically, April Fool's outrageous whatever go over well for those in the fast food industry. It's all part of Americana.

2020 52

How Your Brain Really Communicates

Public Speaking Advice and Commentary

  The segment lasts about 5 minutes.  Second in a series of podcasts on communication subjects.    This one is all about the latest brain research and what it tells us about how people communicate.    Enjoy! Nick Morgan Interview -2-Oct 2010.

How to Effectively use the 20/60/20 Rule for Your Audience


The 20/60/20 rule can be applied in presentations to influence your audience by dividing them into three segments. These three segments would include: 20% people who will receive your message positively. This is the segment that is your strength as a presenter and can help you spread your influence. You can influence this segment by effectively gauging the mood of this segment. This is the segment that you don’t want your 60% to get influenced by.

2018 61

TJ Walker filming at the Learning Annex

TJ Walker Interactive

TJ Walker recently filmed two live segments for the Learning Annex. To see more pictures click here. Analysis Authors Corner Best Speaker of the Day blogging Body Language learning annex TJ Walker

Megyn Kelly v. "60 Minutes"

Jane Genova: Speechwriter - Ghostwriter

Last night, surprisingly, "60 Minutes" presented three lackluster segments. One segment was patriotic. Next Sunday, NBC's Megyn Kelly takes on CBS's "60 Minutes." " So many of us will tune into Kelly's news show. We wonder how this glam figure from cable Fox News will fare on an old-line network. And will the programming dazzle? None of them left us with the compulsion that we have to stick with it next Sunday.

2017 40

How to keep to time during your presentation

Speaking about Presenting

When you do a final rehearsal , note down the time that each segment takes and then take that information to prepare a timed schedule. Work out ahead of time what segment you will drop if this should happen. Make a note of the first slide number after the dropped segment. Photo credit: zoutedrop. Do you regularly go over time when you’re delivering a presentation? If a time limit has been set for your presentation, then it’s your responsibility to finish it within that time.

2010 214

Speechwriters Conference Debrief 1 of 4: Jon Favreau keynote

Ian Griffin - Professionally Speaking

The call lasted an hour, and I’ve divided the audio recording into four segments. The Silicon Valley Speechwriters Roundtable conference call took place Feb 20 at the end of the first day of the 2014 Ragan Speechwriters Conference. There were 16 callers online from around the country. The Roundtable is open to anyone who is interested in speechwriting in Silicon Valley, not just those of us who live and [.]

2014 133

NY Speechwriters Conference Debrief 1 of 3: David Murray

Ian Griffin - Professionally Speaking

The call lasted 45 minutes, and I’ve divided the audio recording into three segments. The Silicon Valley Speechwriters Roundtable conference call took place May 21 at the end of the first day of the Professional Speechwriters Association (PSA) World Conference held May 22-23 at New York University. There were 9 callers online from around the country.

2014 138

8 Points for Presentation Structure

The Presenter's Blog

How should we segment the content into logical bite-sized pieces? Preparation is everything. While we focus on our content, and sometimes fuss about our slides, it’s essential we never forget about the framework holding everything together. How will we introduce and conclude? How do we pull together our fundamental arguments? How can we handle the questions at the end?

2012 137

How to Use an Empathy Map to Understand Your Audience


You can use an Empathy Map whenever you think there is a need to understand a segment of people. These might be your customers, such as the specific market segment that you are looking to target or maybe your audience, which you need to better understand to make an impact with your next presentation. For presenters, there will always be a segment of the audience that is the most difficult to convince or can be problematic during a presentation.

2018 68

Why is authenticity so important?

Public Speaking Advice and Commentary

  The segment lasts just under 7 minutes and includes some introductory material.  I'm going to post a series of short podcasts from a longer interview I did recently.    This first is all about authenticity and why it is both essential today and in short supply.    Enjoy! Nick Morgan Interview - 1 - Oct 2010.

What is TRIZ and How to Use it in Problem Solving?


Example: The first principle in the list, called “segmentation”, proposes breaking down objects into independent parts. This might include manufacturing an object so that it becomes easier to disassemble or use segmentation to resolve a technical issue.

Manassa News & Messenger: End of the road, declares Warren Buffett

Jane Genova: Speechwriter - Ghostwriter

  The reason was that it was not competitive in its market segment. Yesterday the final copy of the Manassa News & Messenger in Virginia had been published.    As WTOP reports, all employees lost their jobs after Warren Buffett, who owns parent company World Media Enterprises, decided to close it down last November.  Current Affairs Media Writing

Evening News as Theatre - ABC Puts on Best Show

Jane Genova: Speechwriter - Ghostwriter

Usually, the theatrics, pulled together by Muir's dramatic presentation of news segments, are addictive. The first segment was the California fires, north and south, burning out of control. Tonight, the staging of ABC News with David Muir outdid itself. No surprise ABC News is #1 in that category. Muir was seated between visuals of the blazes roaring on both sides of him.    In this time of non-stop catastrophe, that was able to engage us, yet again.

My triple Axel moment

Speak Schmeak

And this was not a segment I had ever messed up in practice, so I hadn't developed mental tricks to find my way back. I remembered what it was that I had skipped, and as I continued telling the story, I now determined where to slip the segment back in. Segment re-inserted (my triple Axel moment), and my story continued to the end with no more mishaps.

2018 109

Gayle King Controversy - CBS Blinks

Jane Genova: Speechwriter - Ghostwriter

However, as King pointed out, that segment was only a brief snippet of the entire interview. As the world (or at least those parts of the population who follow media) knows, Gayle King blasted her employer CBS on a video. 

2020 52

Coworking Spaces Post-Pandemic: Where the Industry Is Heading?


Others provide catered lunches, unlimited coffee and snacks, yoga classes, and a bunch of other value-added services that appeal to their target market segments. If you were told a year ago that you’d be working from home full-time, could you believe that? Surely not.

Single-source publishing with PowerPoint–use PowerPoint for all versions of your training!

PowerPoint Tips

As an Online Synchronous Presentation: Segment with custom slide shows. Custom shows can be applied, to segment a Single Source Learning Solution in small learning nuggets. This is a guest blog post by Dimitri Roman. Dimitri is a Learning Architect at a leading supplier of strong authentication, He has been creating learning solutions with the use of PowerPoint for the last 15 years.

2015 125

The Executive?s Guide to Marketing Automation


Market segmentation and progressive customer profiling. Create different messaging strategies for different lead segments at different stages of their customer journey. Automation, analytics and big data are among the top of mind concerns for marketers these days.

How Obama could eliminate his ums (and so could you)

Speaking about Presenting

Here’s an example of when Obama’s um’s and er’s got the better of him: I agree that Obama’s speaking style in this segment lowered his credibility. However, I do agree that too many um’s and ah’s do reduce the credibility of the speaker - as in the segment of Obama above.

2009 212

The Lean Startup Approach for Creating Successful Startups


It is a working document that consists of ideas and probabilities in the realm of all 9 components within the canvas, including – Problem Solution Key Metrics Unique Value Proposition Unfair Advantage Distribution Channels Customer Segments Cost Structure Revenue Streams.

The Camera is Never Off – Media Training/Presentation Skills Training

Matt Eventoff

The segment has been cut, the stress has ended, and everyone is in a jovial mood. This video illustrates a core principle of media training and presentation skills training – the camera is never off. . The clip was captured less than a week ago, and to date has been viewed 850,000+ times. The camera should have been off, but it wasn’t. . The camera is never off.

2010 138