Copywriters frequently differ on whether a short deals piece with lots of white space is more 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 principally 2 kinds of buyers.
1. The Impulsive Buyer
This is the kind of joe with “ places to go and people to see ” and not a whole lot of time to do it in. generally, he ’ll skim the captions and subtopics, regard at the prints and captions, and make a snap decision.
2. The Analytical Buyer
This group of buyers believes that the evidence is in the details. They ’ll read everything including the fine print.
It stands to reason that successful dupe will address the requirements of both buyers anyhow of length. Let’s look at what you need to do to reach both buyers.
How to reach
.
The Impulsive Buyer
1. Use attention getting captions and sub captions.
2. subsidize of plates that enhance your communication
prints
Captions
Varying sources and fountain sizes
Shading
Use Bold Captions
punctuate with shadowed areas or pellets
The Analytic Buyer
1. Use the captions, sub captions, and plates for the impulsive buyer as attendants. Add the detailed information the logical buyer needs under the proper title, and you ’ve got a winning marketing piece that’s guaranteed to be successful
Inside knowledge of how your implicit buyers reply is the key to getting their attention and redundant income. The fact that the requirements of the impulsive buyer and the logical buyer overlaps is a perk for you, the copywriter!