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Copwriters - what do you ask your clients?

by MonsterZero
8 replies
Hi, guys. Maybe this is too insider for me to be asking, but I was wondering what kinds of questions you ask your clients before writing their copy?

Do you have a form for them to fill out with categories like primary and secondary benefits or do you do phone interviews? Do you ever have inexperienced clients that don't want to take the time to help you develop the selling points and, if so, what do you do to convince them?
#clients #copwriters
  • Profile picture of the author Aronya
    I think this is a great question(s). It would seem that many people with a product to sell will have some kind of idea in their heads about what features/benefits they want to stress. How do you go about persuading them to think otherwise if you have a different opinion?
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  • Profile picture of the author MikeHumphreys
    Originally Posted by MonsterZero View Post

    Hi, guys. Maybe this is too insider for me to be asking, but I was wondering what kinds of questions you ask your clients before writing their copy?

    Do you have a form for them to fill out with categories like primary and secondary benefits or do you do phone interviews? Do you ever have inexperienced clients that don't want to take the time to help you develop the selling points and, if so, what do you do to convince them?
    I have an extensive client questionnaire that they must fill out. If I need to get on the phone and ask further questions, I do.

    It's not that hard to convince them of it's importance... unless they don't care about getting copy that makes sales.
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  • Profile picture of the author Loren Woirhaye
    Unless the client is seasoned with selling, writing or
    hiring copywriters he or she is likely to have a pretty
    vague idea of what is needed. This is an opportunity
    to build a bigger value package by coming in as a
    marketing expert, not just a writer.
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  • Profile picture of the author briancassingena
    Originally Posted by MonsterZero View Post

    Hi, guys. Maybe this is too insider for me to be asking, but I was wondering what kinds of questions you ask your clients before writing their copy?

    Do you have a form for them to fill out with categories like primary and secondary benefits or do you do phone interviews? Do you ever have inexperienced clients that don't want to take the time to help you develop the selling points and, if so, what do you do to convince them?
    Hi, I'm happy to share all the info I have with you. I have a questionnaire developed by top copywriters that every client fills in and returns, then I spend up to an hour or sometimes more, on the phone making sure i have all bases covered.

    You can get a copy at Cassingena Copy - Examples For Rentacoder Clients Only

    Feel free to download and adapt it for yourself because I have some changes to make to it soon. The most vital and important part of the whole process is the research, finding out what the market wants. Any copywriter can write a letter that makes some sales if they know what will make the reader buy.
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    • Profile picture of the author MonsterZero
      Thanks so much, Brian.

      I can't believe how helpful everyone is on this forum.
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  • Profile picture of the author Aronya
    I'll second that. Thank you.
    ps Your link to the Word version is messed up.
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  • Profile picture of the author I Web Content
    I also go with the questionnaire method. I like using a word doc.form, because it means that everything I do gets recorded, so I can keep track of everyone. I rename the file according to the person I am sending it to, so when they give it back, it has their name on it. Presto!
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  • Profile picture of the author Stephen Dean
    I have 10 questions that I ask. I used to use Michel Fortin's questionnaire that was 25 questions... but I had a hard time getting clients to answer everything.

    In the end I created my own questionnaire with 10 questions that proved to be the most valuable to me.

    You can find them here: http://www.copyproductions.com/questionnaire.txt

    I made a video to explain the questions, it's at: Stephen Dean's Copywriting Questionnaire

    (Notice I start the video off by saying "sales letter" instead of "questionnaire", DOH!)

    And then I also wrote a series on my blog explaining the questionnaire:
    My Copywriting Questionnaire (Or Questions To Ask Before Writing Awesome Copy) — Copywriting Dean

    There are other questions I ask as well, but usually through email.

    Stephen Dean
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