Stupid question really! Always look at what a prospect wants before deciding what marketing strategy, and delivery platform to adopt?
Does their purchasing decision demand a high level of involvement, rational and or emotion? If so, your prospect is going to want more from you (the marketer) before they are going to buy.
When it comes to high involvement purchase decisions, rational or emotional, they're going to want more factual information, more justification.
That being the case, I'd run with "long copy". Bearing in mind that "poorly written" long copy that nobody reads won't sell either. A rule of thumb is the more involved a consumer becomes in a purchasing decision, the more information they'll need to consume.
The longer you're able to hold their attention, the closer you get to closing the sale. A well written two paragraphs of copy will convert better than a poorly written ten paragraphs.
But a well written two paragraphs will not convert a high involvement consumer, like a well written 60 paragraphs. If it keeps a consumer engaged.
We can group consumers into four distinct categories when it comes to buying psychology, each category demands a different marketing strategy for success.
You need to know the consumers' mindset (psychology) as they go through a process of buying products, and/or services you sell, before creating an effective advertising / marketing message for them.
Example:
You're not going to land a consumer with a bad skin irritation (searching Google for a cure), on a landing (squeeze) page that asks for a name and eMail address. Then send them a 12 part eMail sequence ending 12 days later.
They're looking for a solution now, land them on a page where they can buy the product with social proof the product actually works. On the same page.
To the contrary, "you're" not about to purchase Internet marketing tools and information that will make or break your business, from a stranger.
My marketing strategy involves me constantly market myself as an authority worthy of your trust, whilst marketing individual products & services separately. I achieve this by first getting "your attention" through an advertising strategy. Then holding your attention, by leading you in a never ending conversation that’s all about helping "you" reach “your” goals.
"You" being "your" favourite subject. I'm my favorite subject too, no offence intended.
This ongoing conversation doubles as a vehicle from which I learn the needs of different segments of my audience (herd). This creates an opportunity for me to generate demand for solutions that my herd will end-up needing in any event. Assuming my ad targeting is accurate.
In my next post, let's take a closer look at the 4 main categories of consumer purchasing psychology.
Be Interested. Not Interesting.
Simon U Ford
Engage Smarter.