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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, 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. Read more »

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© 2006

My soapbox is just about worn out. I’ve been preaching the necessity of knowing your target audience for at least 10 years. "You can’t write effectively to someone you don’t know," is how my spiel would normally go. When one day someone asked me to show him what I was talking about. "I’m writing copy for computers," he said. "Everybody needs and can use a computer. How could a general product like that possibly have different target audiences?" I’ll show you exactly how.

Be Specific With Your Definition

Don’t ever begin an analysis of your target audience with the word "everybody." The people who fit into your target group are individuals. They certainly share common traits, needs and wants, but they are unique. When defining your customer base, and the segments within it, be as specific as possible. Read more »

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