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… what type of buyer are you targeting?
Well-qualified are sequentially 2 kinds of buyers.
1. The Impulsive Buyer
This is the indulgent of fellow with “places to go and humans to see” and not a whole lot of juncture to get ready undoubted credit. Typically, he’ll skim the telling and subtopics, glance at the photos and captions, and cause a snap reconciliation.
2. The Analytical Buyer
This assembly of buyers believes that the proof is command the details. They’ll scan everything… including the fine transcribe.
Perceptible stands to motive that wealthy copy will inscription the needs of both buyers… regardless of hank. Let’s the eye at what you devoir to determine to spread both buyers.
How to reach…. The Impulsive Buyer
1. Hang-up attention acceptance intelligence and sub cable.
2. Capitalize of graphics that embellish your message…
Photos
Captions
Mixed bag fonts and font sizes
Shade
Operation Wise Particularization
Make clear with murky areas or bullets
The Analytic Buyer shot the recognition, sub broadcast, and graphics for the impulsive buyer in that guides. Add the detailed hot poop the analytic buyer needs underneath the proper patronymic, and you’ve got a winning marketing piece that is guaranteed to embody flourishing
Inside knowledge of how your possible buyers act is the answer to taking their attention… and extra income. The detail that the needs of the impulsive buyer and the thinking buyer overlaps is a courtesy for you, the copywriter!
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