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Copywriting Secrets that Guarantee Success

Copywriters sometimes differ on whether a brief sales piece that has a significant amount of white space is preferable or whether a lengthy article that is comprehensive is the way to go. The main points of contention may be summed up as follows... Which specific sort of consumer are you looking to sell to?


The majority of customers fall into one of two categories.


1. The Impulsive Buyer

This is the type of person who always has "places to go and people to see," but never seems to have enough time to get everything done. Usually, before making a selection, he would quickly scan the headlines and subtopics, take a quick look at the pictures and captions, and then decide.


2. The Analytical Buyer

This particular set of purchasers is of the opinion that the devil is in the particulars. They are going to read everything, right down to the small print.


It stands to reason that effective content would cater to the requirements of both types of customers... irrespective of its length. Let's take a look at the steps you need to take in order to appeal to both buyers.


How to get there...


The Buyer in a Moment of Impulse


1. Make use of headlines and subheadlines that grab the reader's attention.

2. Make use of images that improve the readability of your content...

Photos\sCaptions

Different types of typefaces and sizes of fonts

Shading

Employ Headlines That Are Bold

Emphasis may be added using bullets or coloured regions.



The Analytic Buyer


1. As a guide, make use of the headlines, subheadlines, and images that are geared toward the impulsive consumer. You will have a great marketing piece that is certain to be effective if you include the specific information that is required by the analytical buyer and place it under the appropriate title.


The secret to grabbing the attention of your prospective customers... and making more money in the process... is to have inside knowledge of how those customers respond. You, as the copywriter, stand to benefit tremendously from the fact that the requirements of impulsive buyers and those of analytical buyers coincide.