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Does Your Copy Have Personality?
Does it all matter? Absolutely.
What makes one style of copy more favorable than another? Why does one person buy from one type of copy and not from another? It really comes down to the buying behavior of your market. And in fact, there are four major personality types.
Before I tell you what they are, remember that the style you choose will not appeal to everyone. It never will. Roy Williams, author of The Wizard of Ads, once noted, “Even some of the best ads miss the mark with at least half of their target audience.”
You may have heard me say this before, but it’s important. Don’t be all things to all people. If you do, you have no choice but to paint your copy with broad brushstrokes in order to appeal to everyone. Instead, give your copy personality. Even if it offends some.
Otherwise, ads crafted so as not to offend anyone will be counterproductive. They may even backfire. And more importantly, they might be more offensive than you think.
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