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The Different Types of Readers

Since one of the main goals of your advertising will be clarity and being easily understood, you’ll need to make sure you’re doing this for as many people as you can AND at the same time.

You see, people are different. Some like to skim and just get the “big picture,” while others like diving in and catching all the details they can get their hands on. The skimmers tend to be IMPULSIVE people and the detailed folks are on the ANALYTICAL ones. Both are good prospects, you just need to sell them in a different way.

Let’s compare “analytical” vs. “impulsive”:

 

ANALYTICAL likes:

Lot of sales copy

Facts, figures and stats

Logical case

Charts and graphs

The more info, the better

Credible testimonials

IMPULSIVE prefers: 

A telegraphed offer

The bottom line

An emotional appeal

Pictures or Photos

Skimming when possible

Celebrity testimonials

Are you starting to get the picture? (I bet you can tell right away which one you are.)

So now we have to figure out how to you write AND SELL to both kinds of prospects? And the best way to do so is use the “double readership path” technique.

 

The Double Readership Path

When you use this technique, you are giving the prospect (no matter what he or she is, analytical or impulsive) what they WANT! So when the prospect opens your letter and reads your headline, what do they do next?

The analytical will tend to start from the first sentence and begin reading your letter without skipping ahead. The impulsive person will glance down and catch your first SUBHEADING and skim to the next etc. (maybe even turning to the end to read the P.S. or see the “offer”) but mainly getting the gist of your whole letter by reading other subheads, bullet points photo captions etc.

What are some other “tricks” to use to get the impulsive person back into your sales copy? You can underline text, boldface main words, box a paragraph, use different type styles, maybe a different color ink or even writing margin notes off to the side of the page.

The combination of a long, detailed logical copy coupled with the emotional appeals of added subheads, extra P.S. points etc. will sell more because you are “appealing” to both groups of people.

 

The Take Away

Something to remember: Your “impulsive prospect” should be able to catch and understand your whole sales message by just reading your headlines, subheadings, bullet points, P.S. and other mail-skimming items, even if they NEVER went back into your letter and read all the details about your offer and/or tax services.

That’s important because it happens more than you think!

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Chauncey Hutter Jr.

Tax Marketing Expert

Chauncey Hutter, Jr, is a best-selling author and leading marketing consultant and success coach to the tax industry. Mr. Hutter grew his father’s $50,000 per year tax preparation business to a multi-million dollar empire with 24 locations, 400+ employees and over 27,000 tax clients all coming from his marketing campaigns.

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