Copywriting Strategies – 2 Must-Know Secrets

For anyone marketing online, effective copywriting is a must. Effective copywriting allows you to capture your readers’ interest and induce him/her to take a desired action, be it to purchase a product, download a review, or visit a site.
Professional copywriters understand human nature and the impulses that cause a reader to take action. They know that there are, in essence, two types of buyers-impulse buyers and analytical buyers. Depending upon the service or product being offered, and the desired action, copywriters will craft their copy to appeal to either of these audiences.
When you are crafting your own copy, whether in as part of an article marketing campaign, as a sales page, or in a blog post, understanding each of these types of buyers is key to getting him/her to take the action you desire.
The Impulse Buyer
The impulse buyer reacts rather than acts. He/she makes quick decisions and does not analyze whether he/she actually needs a product or service, whether he/she wants it, or whether the desire to acquire is simply a momentary whim. This type of buyer responds well to hype and to the suggestion of limited time (to purchase) or limited availability (of product or service).
To target the impulse buyer, use attention-grabbing headlines and sub-headlines. Incorporate graphics, photos, and multi-media presentations, such as audio and video. Use bullets and captions.
Impulse buyers are excitable. Excite them visually and suggest an element of scarcity in your copy, and you will dramatically increase your sales. Be aware, though, that just as your copy and presentation might induce a reader to buy, the impulse buyer is not very loyal. Just as he/she responded to your copy, he/she will pounce on the next pretty ad to come along.
The Analytical Buyer
The analytical buyer is as different from the impulse buyer as it is possible to be. This buyer employs logic, rather than emotion, in his/her purchasing decisions. This buyer will skim your copy first. If your writing appeals to logic, he/she will take time to read more thoroughly.
The analytical buyer is methodical. He/She compares products and weighs the pros and cons of products and services. The analytical buyer wants proof, supporting details, and testimonials from happy customers.
The analytical buyer has a b.s. sensor and relies on it. If your claims sound too good to be true, he/she will quickly assume that it is too good and will move on. On the other hand, if you are able to convince an analytical buyer to make a purchase, and your product or service lives up to your promise, then he/she is more likely than an impulse buyer to remain a customer for life.