This is another article written by one of my associate copywriters, Joe Valente, as an introduction to one of mine — which I linked on this blog entry further down. But Joe’s article is so good, I decided to reprint it here.

Essentially, it’s about appealing to different buyer personalities with your copy. Some people are driver types. Others are more analytical. Some are expressive and colorful. Others prefer the warm-fuzzy type of copy. Either way, your copy should chiefly appeal to the predominant personality of your market.

So before I go any further, you better read this article. (There are also many great lessons about copywriting used — and some hidden in the article itself. About storytelling, about the power of metaphor, and about human behavior. I suggest you read it, then read it again. Look for them. It’s that powerful.) Take it away, Joe!

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