And if your target is the impulsive type, load your copy with words
that grab emotionally, that trigger the impulse to buy.
People Don't Fit Nicely Into Categories
difficulty with categorizations is that no matter how carefully
drawn, people don't obligingly fit into a single category without some serious
squeezing. The most devoted engineer type may buy after only a glance, thus
Yet one who tends to grab the first thing that "looks
good," may surprisingly want to study every detail about your gizmo before
even considering purchase.
I've studied dozens of
categorizations constructed by really bright people. I've never seen one that
worked worth a hoot in practice. In designing a website I continue to
recommend providing whatever any visitor may need to make the buy
decision. That is, ignore types and seek to meet the needs of all.