If you are a person who throws all the clothes into the washer without sorting out colors, temperature requirements, and dirt levels, you might not get this post. If, on the other hand, you wash your whites only with other whites, and your fancy delicates with cool water and Woolite, this will totally make sense to you.

Think about your email list the way you think about your laundry. You sort your laundry and wash different loads at different temperatures because you want the best possible result, right? You don’t put your wool sweaters into the dryer because you don’t want them to shrink. You don’t put red socks in the washer with white undies because you don’t want the undies to turn pink, right?

Your email list deserves similar sorting, so you can get the best possible result.

When you understand WHO your perfect potential customers are, and you understand the various reasons WHY they might make a decision to become your customer or client, you can sort them into different “laundry piles” for your special attention.

And guess what that “special attention” is. Yes, it’s your content.

Let’s look at a couple of examples. I’ll pick two extremes here.

Example 1: Imagine that you are a company that sells small jets. Who is your perfect potential customer? Clearly, you’re after buyers who require personal aircraft, who either can’t or have challenges with travelling commercial. What is their WHY? Status symbol? Emergency services of some sort? Government? (I’m thinking about Criminal Minds and their FBI-provided jet, LOL.) No easy access to a major airport but a frequent need to travel (so, convenience)?

Wouldn’t you talk to each of those groups differently? For the “status symbol” crowd, you wouldn’t sell them on cargo storage and the ability to load in a stretcher, right? You’d talk to them about the luxury experience, the advantages of corporate deal-making in a personal jet, the freedom to travel anywhere at will. For the “convenience” group, you’d talk about runway requirements, instrumentation, and passenger/cargo space. And for the government crowd, you might talk about multiple configurations to handle anything from field deployment teams to prisoner transports.

See what I mean? You would develop content, over time, that speaks to more than the features and functions of your aircraft – you’d speak to the WHY of each individual group of buyer types.

Example 2: Imagine that you are weight loss coach, and your perfect potential customers are women who are experiencing changes in their metabolism that come with age and have gained weight they’d like to take off. What is their WHY? Health reasons? Body image concerns? Simply want to be healthy? Don’t want to buy a new wardrobe?

As above, you would absolutely talk to each of those groups differently – and it goes way beyond the features and functions of your weight loss program. Reducing the risk of diabetes and avoiding the aches and pains that come with excess weight will speak directly to the “health reasons” group, while talking about looking great at the next class reunion or at the next dinner party will appeal more to the “body image” group. And so on.

When you create content that speaks to the different reasons WHY someone might become your client or customer, you’re paying attention to the segments that make sense for THEM and for you.

Sure, all the laundry needs washing. But failing to sort the laundry and treat each pile appropriately means that some things will be over-washed, some things will be under-washed, and some things will just end up in the trash bin at the end of the day.

To keep the people on your list engaged with you, the key is relevant content that will be meaningful to THEM and to THEIR WHY.

The riches are in the niches. The more specific you can get about your segments – your groups with different WHYs, the more relevant you can be to their needs – and the more likely they’ll be.to raise their hand to do business with you.