Consider how each specific benefit is likely to speak to a different kind
of person. Some people want a beautiful lawn; others would like a beautiful
lawn, but only if it’s easy to care for. Still others want a lawn that
will impress people, while others are only interested in a lawn for what it
provides—a play area. There’s no right or wrong. There’s no one best
benefit. People are different from one another. In order for your writing
to generate results, you need to know enough about your target readers
to be able to figure out which benefits will motivate them to act.
There are various ways to categorize people. For instance, you could
evaluate their demographics (such as age or gender). Or you could assess
psychographic factors (for instance, their lifestyle or socioeconomic status).
In writing, one of the most useful approaches is to consider your target
readers’ personality types. Doing so enables you to select words and
phrases that are likely to motivate your target audience to action.