Copywriters frequently disagree on whether a short income piece with masses of white space is better or whether long and unique is the way to head. The long and short of the talk is this… what kind of customer are you targeting?
There are basically 2 sorts of shoppers.
1. The Impulsive Buyer
This is the sort of guy with “places to move and people to peer” and no longer a whole lot of time to do it in. Typically, he’ll skim the headlines and subtopics, glance on the images and captions, and make a snap choice.
2. The Analytical Buyer
This organization of customers believes that the evidence is within the information. They’ll examine the entirety… such as the nice print.
It stands to purpose that a hit copy will deal with the wishes of both consumers… no matter duration. Let’s observe what you want to do to attain both buyers.
How to reach….
The Impulsive Buyer
1. Use attention getting headlines and sub headlines.
2. Capitalize of pix that enhance your message…
Varying fonts and font sizes
Use Bold Headlines
Highlight with shaded regions or bullets
The Analytic Buyer
1. Use the headlines, sub headlines, and photographs for the impulsive consumer as guides. Add the distinctive information the analytic consumer wishes underneath the proper heading, and also you’ve got a winning advertising piece that is assured to be successful
Inside knowledge of ways your potential shoppers react is the key to getting their interest… and further profits. The fact that the needs of the impulsive consumer and the analytical consumer overlaps is a bonus for you, the copywriter!