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What kind of questions would you ask a new client?

by elmo033057
14 replies
I'm putting together a list of questions to ask my new client that hired me to write ad copy for his business. Since this is my very first client, what types of questions should I ask him that will help me write the adcopy?

He has a web design business and he told me that he also wants to use direct mail to sell his services.

Thanks in advance!

ELMO
#client #kind #questions
  • Profile picture of the author Steve The Copywriter
    Elmo,

    Just ask yourself the questions you need answered to write the copy.

    Then ask the client those questions.


    Steve
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  • Profile picture of the author Steve The Copywriter
    I'm not trying to be factious.

    But to get the client to really answer your questions start them like this -

    Who?,What?,Why?,How?,Where?,When? and Which?


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  • Profile picture of the author Mark Pescetti
    IMO, it's important to get your questions and answers documented.

    You can have a form new clients fill out.

    This helps you get a sense of their "writing voice," gives you an idea about how they organically communicate the unique value their product (or service) offers, reveals some insights into their ideal prospect... blah, blah, blah.

    When you interview your client, make sure to show up with some questions written down.

    And record the call... for BOTH of your benefits.

    You want to make sure you agree on the hook and biggest benefits.

    Being able to reference a form and/or recorded call(s) can keep you on the same page.

    Mark
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    • Profile picture of the author OutOfThisWord
      You want as many details as you can get...

      ...about their product and their competitors' products,

      ...about their prospects (what they think, feel and believe),

      ...and what is going on today in their overall market.
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    • Profile picture of the author elmo033057
      Originally Posted by Mark Pescetti View Post

      IMO, it's important to get your questions and answers documented.

      You can have a form new clients fill out.

      This helps you get a sense of their "writing voice," gives you an idea about how they organically communicate the unique value their product (or service) offers, reveals some insights into their ideal prospect... blah, blah, blah.

      When you interview your client, make sure to show up with some questions written down.

      And record the call... for BOTH of your benefits.

      You want to make sure you agree on the hook and biggest benefits.

      Being able to reference a form and/or recorded call(s) can keep you on the same page.

      Mark
      Mark,

      That was super helpful, man. Thanks so much. I thought about the form, but I did not think about recording all that stuff.

      Dynamite, my friend!

      ELMO
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      Mark "Elmo" Ellis
      "When It Comes To High Response Copy - I've Got Your Back!"
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  • Profile picture of the author shawnlebrun
    Here's a checklist that I created for my copywriting students...

    I give them permission to use it to send to their clients, maybe it will help you as well... it basically gets the most needed info to start, then I follow up if need be.
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    • Profile picture of the author elmo033057
      Originally Posted by shawnlebrun View Post

      Here's a checklist that I created for my copywriting students...

      I give them permission to use it to send to their clients, maybe it will help you as well... it basically gets the most needed info to start, then I follow up if need be.
      Shawn, Thank you, thank you thank you. That is absolutely fantastic. I can easily see why everyone comes to this forum, because all of you have given me top drawer info. Thanks so much for this check l;list my friend. This was super!!!!!

      ELMO
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      "When It Comes To High Response Copy - I've Got Your Back!"
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  • Profile picture of the author Mark Pescetti
    I find if you ask prospects who their ideal customer is, rather than their target market, it creates more dynamic answers...

    ...and gives you some insight into the avatar.

    I also ask what makes them passionate about their product or service.

    This helps weed out the money chasers from the people who sincerely want to help.

    Check it out:

    Freelance Website Copywriter Mark Pescetti | Millionaire Mindset Copywriting & Coaching for Visionary Entrepreneurs | Get Started

    Mark
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  • Profile picture of the author website design
    1 - strengths, weaknesses, opportunities and advantages of the company in the market compared to competitors
    2 - bio of ideal customer and a list of top 5 benefits they receive from using this companies product or service
    3 - short and long term goals of the company and how to measure results
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    no sig needed.
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  • Profile picture of the author ReferralCandy
    Lots of great advice here! I think you really want to try and dig past the surface and get into what your client's REALLY all about. I'd ask them...

    "What are you really selling, as a web designer? Convenience? Elegance?
    What are your principles that distinguish you from your competitors? You're more what, less what?
    What does YOUR dream client look like, what sort of site, and what do you help them achieve?
    What's the most interesting, compelling part of your work?"

    Stuff like that. You want to really stretch them out and pull them in directions they wouldn't have gone themselves, because these are the moments that yield insights.

    Authors will tell you- if you want to develop interesting characters, put them in difficult situations.

    Similarly, you should maybe ask them about what they'd do when things go wrong... I think if you emphasize that it'll help you get a better sense of how to portray them well, they'll likely play along.
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    • Profile picture of the author ewenmack
      For me it's not a formated set of questions
      but having the clear end goal in place.

      And that is the client is made the only choice in his/her market.

      I won't take on a client if I don't believe I can
      get to that point.

      Part of the digging is to see what valuable information
      a buyer would want to know in the buying decision

      Give that out and warn of the consequences of the alternatives,
      including doing nothing.

      Can my client provide that information,
      or do I have to go hunting for it.

      I want to know what the client believes his reader's
      biggest problem is.

      How bad it is.

      What is the awareness of it is.

      What are the available solutions.

      What are the weaknesses of those solutions.

      What are the costs involved in having the problem.

      What are the costs of making the wrong buying decisions

      What is going to be the lowest risk, highest reward offer?

      What has been done to sell it before.

      What worked and what didn't.

      All these are best drawn out in a conversation,
      not a one way communication.

      I'll take the client along to show were this is going,
      so he is part of the fun process.

      He will often bring up nuances and stories which add more layers of
      personality...sometimes even a stronger hook.

      That's my approach.

      Best,
      Ewen
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  • Profile picture of the author Benjamin Farthing
    Elmo,

    There's been a lot of great tools posted here for you (Especially from shawnlebrun and ewanmack), so I won't bore you with my entire list.

    But here's a few I don't think have been mentioned:

    1. Who are your top competitors?
    2. Do you have any promotions you'd like this to model?
    3. What's something odd about your prospect? (Things that everybody in that market knows, but someone else wouldn't.)
    4. Where's your traffic coming from?
    5. What are several objections your prospects could have?
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  • Profile picture of the author elmo033057
    Ewen and Benjamin,

    Those were some really great insights and I really appreciate you both taking the time to answer my question in the most detailed manner possible. I am in the process of compiling all of the answers that the kind folks on this thread have provided me so that I will not lose them and I can implement them in my business.

    Thanks so much and God Bless you all.

    ELMO
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    Mark "Elmo" Ellis
    "When It Comes To High Response Copy - I've Got Your Back!"
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    • Profile picture of the author ScottDudley
      You should write up a series of questions that you give to every new client to get a good understanding of what they want, and how they want it articulated.

      Either have a Skype chat and record it, or give it to them in written form.

      Most important questions relate to the target market and ideal prospect. You need to dive into the prospect's world and feel what they feel. By asking the right questions you can unearth this information - or at least get clear on where you can find these answers.

      The other thing you need to get clear on is the product. What does it do, what are the main benefits, how much does it cost, does it have any testimonials? You should always ask for a sample of the product and study it yourself.

      If it is an information product, then go through all the exercises, and highlight the sections that you want to discuss in the copy.
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      Scott Dudley is a direct response Copywriter from Perth, Australia, who also specializes in writing sales letters and emails for his clients. You can see samples of his portfolio at http://scottdudley.net/blog/portfolio/ or contact him on Skype by adding the username: Scott_Dudley

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