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Info Needed For Effective Copy

by Snlde
16 replies
Hi All,

I have a question which will appear very newbie (which I am), but does a copywriter need the client's product to produce effective copy? I know the copywriter should do research by themselves, but is it the norm to have the client's product as reference?

E.g. A client selling an e-book on weight loss will provide the actual e-book itself, on top of his/her objectives of the sales letter.

Thanks in advance!
#copy #copywriter #copywriting #effective #info #needed
  • Profile picture of the author Hugh Thyer
    Yes, because otherwise how can you pull out the benefits. You're the expert, not them. You need to understand it to write about it.

    Sometimes it's impractical if the product includes a 400 page manual, 6 DVDs and 8 audio DVDs and the client isn't prepared to pay for your time.
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    • Profile picture of the author ewenmack
      A list copywriters who work for the biggest direct mailers
      will get a whole stack of material in the mail.

      Often times there are hidden nuggets which will create a blockbuster.

      It aint sexy spending days reading every word and sentence...
      ...but that's what they will do.

      The best researcher can often beat the most creative guy.

      In their world they are after the slight edge.

      All the best,
      Ewen
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  • Profile picture of the author John_S
    A gifted product is mightier than a gifted pen.
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  • Profile picture of the author Warren.Richards
    Without having a copy himself how can a copywriter research about benefits that a product have?

    For this simple research a copywriter will definitely require copy of respective info product.

    There might be some hidden benefits that the product offers which a copywriter need to search from the copy,


    Warren.
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    • Profile picture of the author RickDuris
      It works both ways, Nazir.

      Sometimes, you let the offer drive the copywriting process and try to structure it to be as irresistible as possible. That's based upon research.

      What's great about that is you as a copywriter can influence the product development. Making sure the product has all the things you need to make sure its chances for success are strong.

      Your Client will appreciate.

      Other times, the product is already created and you can use it influence your copy.

      The idea is not to get rigid in your thinking during the research and conceptual stages of your copywriting project.

      Take it all in and collaborate with the Client and let the information influence you. Then you can start to filter out what you don't need.

      - Rick Duris
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      • Profile picture of the author Rezbi
        Originally Posted by RickDuris View Post

        It works both ways, Nazir.

        What's great about that is you as a copywriter can influence the product development. Making sure the product has all the things you need to make sure its chances for success are strong.

        Your Client will appreciate.
        I've written copy where my client made changes to his existing product based on ideas I gave him as I wrote the copy.

        In truth, he didn't have much of a product at all, just an idea and a sketchy idea in his mind as to what the product was going to be.

        He created the final product based on what we discussed and what the final copy said.

        That can work, but it also needs a lot of research to get it done.
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        • Profile picture of the author Snlde
          Originally Posted by Rezbi View Post

          I've written copy where my client made changes to his existing product based on ideas I gave him as I wrote the copy.

          In truth, he didn't have much of a product at all, just an idea and a sketchy idea in his mind as to what the product was going to be.

          He created the final product based on what we discussed and what the final copy said.

          That can work, but it also needs a lot of research to get it done.
          That's interesting. I didn't think that the copywriter's words could help craft the final product itself.
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  • Profile picture of the author saintemp
    That would be the ideal situation. However, sometimes the copywriter has to write his copy 'blind' i.e. without the product itself, just based on the description of it, if the vendor does not want to give a copy for whatever reason. In this situation, you'll just have to do your own research and submit your copy. If you write anything amiss, the vendor will correct it, anyway.
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    • Profile picture of the author Snlde
      Originally Posted by Hugh Thyer View Post

      Yes, because otherwise how can you pull out the benefits. You're the expert, not them. You need to understand it to write about it.

      Sometimes it's impractical if the product includes a 400 page manual, 6 DVDs and 8 audio DVDs and the client isn't prepared to pay for your time.
      Yea, I see what you mean about it being impractical. For this situation I believe it would be better if the client could let me know which areas to focus on. Since there are so many products, the message will be about overall value instead of what lies within each item.

      Originally Posted by RickDuris View Post

      It works both ways, Nazir.

      Sometimes, you let the offer drive the copywriting process and try to structure it to be as irresistible as possible. That's based upon research.

      What's great about that is you as a copywriter can influence the product development. Making sure the product has all the things you need to make sure its chances for success are strong.

      Your Client will appreciate.

      Other times, the product is already created and you can use it influence your copy.

      The idea is not to get rigid in your thinking during the research and conceptual stages of your copywriting project.

      Take it all in and collaborate with the Client and let the information influence you. Then you can start to filter out what you don't need.

      - Rick Duris
      I get the part about not being rigid and as you mentioned, I should be talking with the client and communicating with him/her why sharing the product with me will benefit them.

      I like the part about using the product to influence my copy. Good summary there.

      Thanks for the replies guys!

      I just wanted to clarify that I won't be crossing any borders by asking my clients to share their products with me.
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      • Profile picture of the author Andrew Gould
        Originally Posted by Snlde View Post

        I just wanted to clarify that I won't be crossing any borders by asking my clients to share their products with me.
        I don't think you'd be crossing any borders whatsoever.

        If I can't see a product that's finished, or at least the latest draft, then I don't write the copy.

        Routinely writing copy without seeing the product is nuts. You simply can't produce quality work if you don't know what you're actually writing about.
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        Andrew Gould

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      • Profile picture of the author RickDuris
        Originally Posted by Snlde View Post

        Yea, I see what you mean about it being impractical. For this situation I believe it would be better if the client could let me know which areas to focus on. Since there are so many products, the message will be about overall value instead of what lies within each item.



        I get the part about not being rigid and as you mentioned, I should be talking with the client and communicating with him/her why sharing the product with me will benefit them.

        I like the part about using the product to influence my copy. Good summary there.

        Thanks for the replies guys!

        I just wanted to clarify that I won't be crossing any borders by asking my clients to share their products with me.
        In my entire life, if the product has been already created, are Clients reluctant to share it as part of the copywriting process.

        - Rick Duris
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        • Profile picture of the author Snlde
          Originally Posted by RickDuris View Post

          In my entire life, if the product has been already created, are Clients reluctant to share it as part of the copywriting process.

          - Rick Duris
          Pardon my ignorance here but I don't understand your statement. Was it supposed to be a question or something?
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          • Profile picture of the author RickDuris
            Originally Posted by Snlde View Post

            Pardon my ignorance here but I don't understand your statement. Was it supposed to be a question or something?
            Asking for the product you're writing your Client's copy for is never a problem me. Go ahead and ask for it. - Rick Duris
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  • Profile picture of the author JPROPS
    A great copywriter doesn't always need a copy of the product, just an overview of the benefits. Naturally, understanding the products and it's benefits helps, but it is possible to create effective copy with just a detailed consultation with the client.
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    • Profile picture of the author Loren Woirhaye
      Originally Posted by JPROPS View Post

      A great copywriter doesn't always need a copy of the product, just an overview of the benefits. Naturally, understanding the products and it's benefits helps, but it is possible to create effective copy with just a detailed consultation with the client.
      This can be a little tricky with some clients - internet marketers are
      often not willing to speak to a writer on the phone.

      It's lame, but that's the way it is. Sometimes you have to deal with
      the client via email/skype only. I've had a few who felt this way.
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  • Profile picture of the author ReallySmartMarketing
    I never write sales copy without the product in my possession.
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