In general, copywriters often disagree on whether a short sale with lots of free space is better or whether long and detailed is the way to go. The long and short debate is when faced with a question, what types of buyers are you targeting?
This time, let's try to analyze through the basics of the types of buyers:
1. Impulsive Buyers
This is the type of guy with "places to go and people to see" and doesn't have much time to do so. Typically, he'll skim headlines and subtopics, glance at photos and text, and snap a decision.
2. Analytical Buyers
This group of buyers believes that the proof is in the details. They will read everything. including the details.
It makes sense that a successful copy will meet the needs of both buyers. regardless of the length of time. Let's see what you need to do to reach both buyers.
Here's a glimpse of the range we can face
Impulsive Buyers
1. Use attention to get headlines and sub headlines.
2. Make use of graphics that enhance your message
- Photo
- Text
- Vary the font and font size
- Shading
- Use a Bold Title
- Highlight with shaded areas or bullets
Analytical Buyers
Use headlines, sub headlines, and graphics for impulsive buyers as guides. Add the detailed information buyers analytics need under the appropriate headings, and you'll have an excellent marketing section that's guaranteed to work.
Insider knowledge of how your potential buyer is reacting is key to getting their attention and additional income. The fact that the needs of impulsive and analytical shoppers overlap is a bonus for you, copywriter!