Copywriters often disagree on whether a short sales piece with lots of white space is better 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 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, hell 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. Theyll read everything including the fine print.
It stands to reason that successful copy will address the needs of both buyers regardless of length. Lets look at what you need to do to reach both buyers.
How to reach.
The Impulsive Buyer
1. Use attention 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...
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