Info Needed For Effective Copy

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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!
#copywriting #copy #copywriter #copywriting #effective #info #needed
  • 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.
    • [ 1 ] Thanks
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    • 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
      • [ 1 ] Thanks
  • A gifted product is mightier than a gifted pen.
  • 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.
    • [ 1 ] Thanks
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    • 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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  • 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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    • 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.
      • [2] replies
  • 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.
    • [1] reply
    • 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.
  • Banned
    [DELETED]
  • I never write sales copy without the product in my possession.
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    Info Needed For Effective Copy

    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?