Creating Content for Different Readers: Fast and Slow Information
Whether you’re writing a blog article, online ad, brochure copy, or social media post, it’s essential to consider how your audience likes to consume content, their behaviours, and where along the path of consumer purchase intention they are.
It is quite common that we, as consumers, act on our instincts. Rarely do we carefully analyze the details of a joke or a social media post. We rely on our emotions for much of our information consumption, acting as a brain shortcut (otherwise we would be constantly overwhelmed with the number of messages we are inundated with).
But this is not always the case.
Often, we first engage with information on a surface-level, allowing the emotional appeal to act as a hook, leading us to take down our mental barriers and learn more if we are intrigued. But in order for most if us to make significant purchase decisions, we need the facts -- information that matters in ensuring that our purchase will add value to our lives.
For example, when your customer is looking to purchase a townhome, they may love the interior finishes and walk-in closets featured within the pages of your brochure or your Instagram page, but to commit to such a major lifestyle choice, they need more. Evidence of sound construction, and even an inspector report, will be the type of information needed for their commitment.
In summary, finding a balance between the fast, emotion-driven messages and slow, logic-driven content is essential to successful lead conversion; we use both instinct and logic in our significant purchase decisions.
By: Ashley Sherlow.
Social Media Coordinator