Copywriting for the Unsophisticated Buyer

No matter where your prospects are in the buying process, your copywriting must reflect the appropriate level of sophistication to be effective.

Sophistication here doesn't mean refined versus redneck.  Though your copywriting should appropriately reflect this characteristic of your market.  In Breakthrough Advertising Gene Schwartz used sophistication in copywriting to reflect the level of experience your market has with the type of product or service you offer.  In other words, how often have they been sold in the past.

The unsophisticated buyer hasn't heard or seen much advertising for your type of product or service.  This occurs in relatively new markets.  Possibly you have a product that is new because of a technology-related advance.  Also, you could be introducing a product or service to a new group of prospects -- a cross-over sale.

For the unsophisticated prospect, the claims in your copywriting still need to contain a big promise.  You need to know your prospects' motivating emotions and can't forget to provide proof.  Your copywriting must still be focused on benefits.  You need to include all the nuts and bolts of a complete package.

Copywriting for the unsophisticated buyer though doesn't need to be complicated.  It doesn't need to be elaborate or mysterious.  Make your claim or identify the desire for your product or service in your headline.  Show your prospect the claim in the copy.  Introduce your product.  Provide reasonable proof that your product works.  Make the offer.  Request the action.  Simple. Direct. Straight-forward.

Of course once you start marketing to these new prospects, you will track response and do testing.  This information tells you when your market has moved on to the next level of sophistication.  When this happens, your copywriting needs to change to keep sales up.