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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?
There are basically 2 kinds of buyers:
1. The Impulsive Buyer
This is the kind of guy with “places to go and people to see” and not a whole lot of time to do it in. Typically, he’ll skim the headlines and subtopics, glance at the photos and captions, and make a snap decision.
2. The Analytical Buyer
This group of buyers believes that the proof is in the details. They’ll read everything… including the fine print.
Reaching Both Buyers
It stands to reason that successful copy will address the needs of both buyers, regardless of length. Let’s look at what you need to do to reach both buyers.
How to Reach the Impulsive Buyer
- Use attention-getting headlines and sub-headlines.
- Capitalize on graphics that enhance your message:
- Photos
- Captions
- Varying fonts and font sizes
- Shading
- Use Bold Headlines
- Highlight with shaded areas or bullets
How to Reach the Analytical Buyer
- Use the headlines, sub-headlines, and graphics for the impulsive buyer as guides.
- Add the detailed information the analytical buyer needs under the proper heading, and you’ve got a winning marketing piece that is guaranteed to be successful.
The Overlap is Your Bonus
Inside knowledge of how your potential buyers react is the key to getting their attention… and extra income. The fact that the needs of the impulsive buyer and the analytical buyer overlap is a bonus for you, the copywriter!