Interview Questions to Ask Before Writing Copy
Posted 3rd November 2008 at 01:17 PM by Robert Plank
http://www.youtube.com/watch?v=YGUD9bqDcuI
When you write a sales letter, you are going to have to interview your client beforehand. Even if you are a veteran copywriter with intimate knowledge of the product or service you are selling, you need to interview your client to make sure you are producing the ad he wants. Even if you are writing copy for yourself, you need to interview yourself to clarify your selling points. The three things you need to ask your client (even if you are the client) are about the tone, length, and style of the letter.
First, you need to decide on a selling tone. Will the ad be an advertorial, where you try to educate your reader about a problem in detail before presenting a solution? You might have to do that if you were to explain something obscure, like a report on how to cure bad breath. On the other hand, if you are selling life insurance, most people understand the need to protect their property and family after their death, so it won't require as much explanation. In this case you only require a short explanation and can jump right into the benefits and features.
Another important feature is length: long copy or short copy? Is this simply a short lead capture page to get a name and e-mail, or a long 50 page letter tackling over every possible objection? Or anywhere in between? Will you have to incorporate any case studies or testimonials to the letter? Will you need to write any additional solo ads or follow-ups?
The final issue is the style of the copy. What demographic will read the sales letter? Young or old, rich or poor, patient or impatient, man or woman? Find out exactly who the perfect prospect is so you know if you should present your content with lots of video clips, lots of bullet points, lots of short paragraphs, and so on.
Depending on who you are writing copy for, I am sure you can come up with a few more questions related specifically to the job you are about to tackle, but if you ask about the tone, length, and style of the copy, you will already know half of what you need to know about your copywriting job.
Write sales copy in just five minutes, with no sweat, my foolproof formula is at your disposal: http://www.fiveminutecopywriting.com
When you write a sales letter, you are going to have to interview your client beforehand. Even if you are a veteran copywriter with intimate knowledge of the product or service you are selling, you need to interview your client to make sure you are producing the ad he wants. Even if you are writing copy for yourself, you need to interview yourself to clarify your selling points. The three things you need to ask your client (even if you are the client) are about the tone, length, and style of the letter.
First, you need to decide on a selling tone. Will the ad be an advertorial, where you try to educate your reader about a problem in detail before presenting a solution? You might have to do that if you were to explain something obscure, like a report on how to cure bad breath. On the other hand, if you are selling life insurance, most people understand the need to protect their property and family after their death, so it won't require as much explanation. In this case you only require a short explanation and can jump right into the benefits and features.
Another important feature is length: long copy or short copy? Is this simply a short lead capture page to get a name and e-mail, or a long 50 page letter tackling over every possible objection? Or anywhere in between? Will you have to incorporate any case studies or testimonials to the letter? Will you need to write any additional solo ads or follow-ups?
The final issue is the style of the copy. What demographic will read the sales letter? Young or old, rich or poor, patient or impatient, man or woman? Find out exactly who the perfect prospect is so you know if you should present your content with lots of video clips, lots of bullet points, lots of short paragraphs, and so on.
Depending on who you are writing copy for, I am sure you can come up with a few more questions related specifically to the job you are about to tackle, but if you ask about the tone, length, and style of the copy, you will already know half of what you need to know about your copywriting job.
Write sales copy in just five minutes, with no sweat, my foolproof formula is at your disposal: http://www.fiveminutecopywriting.com
Total Comments 4
Comments
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Heh.
I'm not sure I've ever asked a client those questions -- well, not in so many words.
Not that they aren't good questions.
It's just that I ask questions that will lead me to assess what is most appropriate for the client.
In other words -- one of the first questions is -- "What do you want to achieve?"
People can rarely achieve what they want with just one piece of copy, such as a salesletter.
An integrated sales system -- squeeze page and/or exit popup (yes, Action Popup! Love that program!), sales letter, order page (maybe), thank you page, auto-responder messages.
Another question is ... "What is your offer?"
Not "What is your product", but "What is your offer"?
Now, I also definitely work with clients so that they can provide killer offers. Offers can dwarf the necessity for "killer copy" -- or, as genius copywriter Gary Bencivenga says: "A gifted product is mightier than a gifted pen."
But. as always, Robert -- great information!
Live JoyFully!
Judy Kettenhofen, Profit Strategist/Copywriter
NextDay Copy
PS -- incidentally, that's why you've made a repeat customer out of me, Robert: Killer offers.Posted 3rd November 2008 at 08:34 PM by zapseo
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Good point Judy. The offer is another question you have to ask. But even if you get the offer right, and you don't deliver the tone and style they're looking for, they won't like it.
Many people I ask go completely blank when I ask what their USP is, or their offer is, or their sales funnel. That's when you have to figure it out for them.Posted 4th November 2008 at 11:25 AM by Robert Plank -
Those questions must have to answer of the writer itself...Posted 25th November 2008 at 08:02 AM by abigail13 - Abigail: Huh?Posted 25th November 2008 at 01:41 PM by Robert Plank
