Can This Website Copywriting Tip Expand Your Market?
Everybody has different preferences, thank goodness. But what happens to your website content when you try to satisfy visitors with different needs? Is it even possible?
Bob Bly wrote a book called The Online Copywriter’s Handbook (McGraw Hill, 2002) and included a section on writing copy to “Fit the Buyer’s Mood and Intent.” In the book, Bob defines various browsing styles along with tips for layout. Here’s a selection of his advice for reaching different website reading preferences:
“Artist… text in digestible chunks”
“Writer… list(s) of words” fast downloads
“Explorer… plenty of content”
“Seeker… one-click access to what they want”
For other styles, see Bob’s excellent book. So, here’s a question: Do these methods broaden the market for a website, or do they simply enhance the experience for a chosen market?