Matching the Customer and the Sales Copy
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Matching the Customer and the Sales Copy |
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To make your sales copy sell your products, just writing a good sales copy isn't enough. You need to target the right type of sales copy to the right type of audience. Classifying Customers First, let's learn about the types of people. In many psychology books, people are classified into four categories. Here are those categories described in marketer's language.
No sales copy works on all the types of people, so you need to write a copy aimed at the people you are targeting. For example, let's say you are selling firewall software. When writing for an analyst type of audience, you'd talk about the technology used to protect PCs from intruders. For emotion followers, you might emphasize how dangerous it is to connect to the Internet without a firewall. (Fear is also a kind of emotion, and it's a strong one.) Matching Even though you write a good copy, it won't sell a lot unless you match it with the right audience. For example, the emotional copy in the above example won't work on analysts. They might get scared, but that's not the way they buy things. They need to know the details of how your firewall protects them before they'll buy it. On the other hand, the same emotional copy can scare emotion followers instantaneously, and they will give you money before they think. Make sure to show people the right sales copy. © August, 2004
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