When it comes to content marketing, the golden rule is “Know thy market!” Your target market is the cornerstone upon which your content creation strategy is built. However, let me ask you this: which is better, target market or target buyers?
Why target buyers, of course!
Why simply go after a target market when you can target buyers, instead? The question is… which content works best for buyers?
Content marketers often disagree on which works better: short sales copy using plenty of white space, or long and detailed sales copy. This depends on your target buyer.
Essentially, there are two types of buyers: the impulsive and the analytical. Although there are other types of buyers and sub-categories within, these are the main two.
The impulsive buyer is the type of person preoccupied by other things and burdened with details. Impulsive buyers will often skim the headlines, sub-headlines and bullet points, and then the price. Based on their initial feelings, feelings being the key, they’ll make an emotional decision whether or not to complete the purchase.
On the other end of the spectrum is the analytical buyer. The analytical buyer believes that the “devil is in the details” – and will do their best to find him there! The analytical buyer reads EVERYTHING… fine print included. The analytical buyer wants all the information they can get before coming to a logical conclusion to buy.
Wait. How do you reach both buyers with a single piece of content, or can you?
Yes, you can. Here’s how….
For the impulsive buyer be sure to include the following:
- Bold headlines/sub-headlines
- Various fonts and sizes
- Highlight key text
As for the analytical buyer, let your headlines and sub-headlines act as a guide for what to include in your content. Remember, the impulsive buyer will most often skim through the headlines, sub-headlines and bullets, while the analytical buyer will skim those on their way to the details. Including details that the analytical buyer craves under emotion-laden headlines the impulsive buyer desires give you a winning combination!
Stop. I’m going to let you in on a little secret…
Do you want to know the real trick to getting people to act on what you write? Dumb question, right? Sure you do!
Okay, here it is…
[inlinetweet prefix=”null” tweeter=”null” suffix=”null”]The key to persuading people to act on your offer, is understanding what they need to hear to do what you want them to do.[/inlinetweet]
Knowing how your potential buyers think is the key to getting them to act. Furthermore, realizing that the needs of the impulsive buyer and the analytical buyer are, for the most part, the same is a big advantage to you as a content marketer.
Until next time…
Be good to yourself,