Two Types of Buyers… One Formula for Success

I’ve always enjoyed a good argument, but the longstanding argument among copywriters seems a bit useless to me. One swears that a short copy with lots of white space is the key to success. Others are convinced that long copy is the key to success.

They both have grounds for their arguments. In fact, I believe they are both right! Here’s why…

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.

Let’s see if you agree… It makes sense to me that the copywriter jumping up and down swearing that short and sweet is where it’s at is probably an impulsive buyer - or has the most experience with impulsive buyers. Those staunchly vouching for long winded pieces are probably well acquainted with the analytical buyers. Right?

Add a little ingenuity to the arguments and … yeah, you can reach both camps. Here’s how…

The Impulsive Buyer

1.Use attention getting headlines and sub headlines.

2.Capitalize on graphics that enhance your message…

• Photos
• Captions
• Varying fonts and font sizes
• Shading
• Use Bold HeadlinesHighlight with shaded areas or bullets

The Analytic Buyer

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’ve got a winning marketing piece that is guaranteed to be successful

One last strategy for successful copy coming up! Keep an eye on your inbox…

Dedicated To Your Further Success.

All the best,

Allyn Cutts

PS To contact me via email, Click Here

About the Author

Allyn has spent over 24 years helping businesses like yours find new customers and increase sales to current customers.

Allyn consults personally with clients to design and deliver offline and online direct marketing strategies that focus on metrics and measurable results. You can learn more about Allyn Cutts at http://AmazingMarketingStrategy.com or you can call 610.437.4106 between 10 AM and 4 PM Eastern Time Tuesdays and Thursdays

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