Matching the Customer and the Sales Copy

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.
Emotion Follower
This type buys products by emotion, and doesn't need any logical reason to buy.
Fact Seeker
These people need evidence that your products are as good as you claim. Testimonials or reviews by third parties are essential.
Keep-It-Simple
Just tell this type what your products can do FOR THEM. Don't tell anything extra; you'll most likely turn them away.
Analyst
You need to provide this type of person every detail of your products that they want to know. If you fail to provide details, they will buy from others who do.

Types of Copy
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.