Tentative Tom will want to read almost every page before making a purchasing decision. Decisive Dan, on the other hand, wants to skip to the important stuff, and now! How do you give both types of website users the information they need? Let's say you have a sales page of some kind on your website, and you want it to appeal to both Decisive Dan and Tentative Tom. This sales page could be for just about anything: Your service that you sell (be it building, copywriting, beauty therapy, and so on). Physical products , such as cosmetics, books, dog food, and so on. Online products , such as eBooks, online courses, audio, and so on. ... in short, just about anything! We all have a sales page of some kind on our website (well, you should do anyway). How would Tentative Tom read your sales page? Tentative Tom will read everything on your sales page, and at least once. In fact, he'll want all the information and then some more. For example: For a service , he'd like to read reviews and testimonials, to see what other clients think. For a product , he'd like reviews as well, but also an ingredients list. Making Decisive Dan read through all this stuff would drive him nuts! So how can you make your sales page appeal to both Decisive Dan and Tentative Tom? Here's how you can make a sales page appeal to both types of website users. This assumes that you