Copywriters often disagree on whether a short sales piece with lots of white space is better or whether long and detailed is the way to go. The long and short of the debate is this\u2026 what type of buyer are you targeting?<\/p>\n
There are basically 2 kinds of buyers.<\/p>\n
1. The Impulsive Buyer
\nThis is the kind of guy with \u201cplaces to go and people to see\u201d and not a whole lot of time to do it in. Typically, he\u2019ll skim the headlines and subtopics, glance at the photos and captions, and make a snap decision.<\/p>\n
2. The Analytical Buyer
\nThis group of buyers believes that the proof is in the details. They\u2019ll read everything\u2026 including the fine print.<\/p>\n
It stands to reason that successful copy will address the needs of both buyers\u2026 regardless of length. Let\u2019s look at what you need to do to reach both buyers.<\/p>\n
How to reach\u2026.<\/p>\n
The Impulsive Buyer<\/p>\n
1. Use attention getting headlines and sub headlines.
\n2. Capitalize of graphics that enhance your message\u2026
\nPhotos
\nCaptions
\nVarying fonts and font sizes
\nShading
\nUse Bold Headlines
\nHighlight with shaded areas or bullets<\/p>\n
The Analytic Buyer<\/p>\n
1. Use the headlines, sub headlines, and graphics for the impulsive buyer as guides. Add the detailed information the analytic buyer needs under the proper heading, and you\u2019ve got a winning marketing piece that is guaranteed to be successful<\/p>\n
Inside knowledge of how your potential buyers react is the key to getting their attention\u2026 and extra income<\/a>. The fact that the needs of the impulsive buyer and the analytical buyer overlaps is a bonus for you, the copywriter!<\/p>\n","protected":false},"excerpt":{"rendered":" Copywriters often disagree on whether a short sales piece with lots of white space is better or whether long and detailed is the way to go. The long and short of the debate is this\u2026 what type of buyer are … Continue reading