To me logically it makes sense to do that first, that way you can base your copy around it for maximum effectiveness, as well as be able to speak the customer's language... but I know there are some copywriters who just go by what the client tells them in terms of the benefits/features the product has. Or for example if it were a service, they'd have to go by communicating with the client.
Now I know that persuasion and copywriting (selling) is a complete different animal from just simply talking about a product and its features (failling to sell), but that's not my question.
My question is more of a personal one, how do you normally attack your copywriting projects? How deep into the product or niche do you get, before drafting something up and targeting people's emotions, persuading them, talking benefits, etc.
Do you think it's unethical for some copywriters to draft something up without fully knowing the product and speaking the audience's language?
What are some guidelines or tips you would suggest in general for this whole subject?
Just curious on your thoughts.