“Must Know” Copywriting Secrets that Guarantee Success!

Copywriters frequently disagree on whether a short income piece with lots of white space is higher or whether long and special is the way to go.

Copywriters regularly disagree on whether a short income piece with lots of white space is higheror whether long and unique is the way to go.  The long and short of the debate is this… what kind of buyer are you targeting?

There are basically two kinds of buyers.

1. The Impulsive Buyer

This is the kind of man with “places to go and people to see” and not a total lot of time to do it in.  Typically, he’ll skim the headlines and subtopics, look at the photos and captions, and make a snap decision.2.The Analytical BuyerThis team of buyers believes that the proof is in the details.  They’ll read everything… together with the fine print.

It stands to reason that profitable copy will address the wishes of both buyers…  regardless of length.  Let’s look at what you want to do to reach both buyers.

How to reach….

The Impulsive Buyer

1. Use interest getting headlines and sub headlines.

2. Capitalize of graphics that enhance your message…

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

The Analytic Buyer

1. Use the headlines, sub headlines, and images for the impulsive buyer as guides.  Add the detailed statistics the analytic buyer needs underneath the proper heading, and you’ve got a triumphing marketing piece that is guaranteed to be successful

Inside information of how your potential buyers react is the key to getting their attention… and greater income.  The fact that the needs of the impulsive consumer and the analytical buyer overlaps is a bonus for you, the copywriter!