Copy That Looks Good vs Copy that SELLS!
HOW DO I TELL THE DIFFERENCE BETWEEN COPY THAT LOOKS GOOD AND COPY THAT SELLS?
This is not the answer you want but I’m going to be brutally honest!
You can’t tell just by looking at it!
The difference is more often than not in RESEARCH regarding the client .
Many full time copywriters will be strong on asking you what you want to please you, to impress you, to bend over backwards to get your ratings. That’s fine BUT…I ask you MANY questions about your clients, their needs, their desires, their demographics & psychographics if you know them. I ask “WHAT DO THEY SAY?”
Depending upon the nature and size of the project, I will ask you up to 87 questions in a Marketing Diagnostic. The more completely, honestly, accurately, and in depth you can answer the questions, the more effective your sales copy will be. By the way, these are questions formulated by Jay Abraham, Brad Sugars & Bob Bly who says:
Successful direct mail focuses on the prospect, not the product. The most useful background research you can do is to ask your typical prospect, “What’s the biggest problem you have right now?” The sales letter should talk about that problem, then promise a solution.
I don’t just presume I know. I take the seat of a student and LEARN from you.
I ask you questions recommended by such masters as Jay Abraham, Brad Sugars or Bob Bly such as:
a) Who will buy the product? (What markets is it sold to?)
b) What is the customer’s main concern? (Price, delivery, performance, reliability, service maintenance, quality efficiency)
c) What is the character of the buyer?
d) What motivates the buyer?
e) What is their one greatest fear? … or greatest fears
f) How many different buying influences must the copy appeal to?
The Product:
a) What are your products features and benefits? (Make a complete list.)
b) Which benefit is the most important?
c) How is the product different from the competition’s? (Which features are exclusive? Which are better than the competition’s?)
d) If the product isn’t different, what attributes can be stressed that haven’t been stressed by the competition?
e) What technologies does the product compete against?
f) What are the applications of the product?
g) What industries can use the product?
h) What problems does the product solve in the marketplace?
i) How is the product positioned in the marketplace?
j) How does the product work?
k) How reliable is the product?
l) How efficient?
m) How economical?
n) Who has bought the product and what do they say about it?
o) What materials, sizes and models is it available in?
p) How quickly does the manufacturer deliver the product?
q) What service and support does the manufacturer offer?
r) Is the product guaranteed?
Bill Oliver (B.Bus.)
Sales Writer/Marketing Coach
This is not the answer you want but I’m going to be brutally honest!
You can’t tell just by looking at it!
The difference is more often than not in RESEARCH regarding the client .
Many full time copywriters will be strong on asking you what you want to please you, to impress you, to bend over backwards to get your ratings. That’s fine BUT…I ask you MANY questions about your clients, their needs, their desires, their demographics & psychographics if you know them. I ask “WHAT DO THEY SAY?”
Depending upon the nature and size of the project, I will ask you up to 87 questions in a Marketing Diagnostic. The more completely, honestly, accurately, and in depth you can answer the questions, the more effective your sales copy will be. By the way, these are questions formulated by Jay Abraham, Brad Sugars & Bob Bly who says:
Successful direct mail focuses on the prospect, not the product. The most useful background research you can do is to ask your typical prospect, “What’s the biggest problem you have right now?” The sales letter should talk about that problem, then promise a solution.
I don’t just presume I know. I take the seat of a student and LEARN from you.
I ask you questions recommended by such masters as Jay Abraham, Brad Sugars or Bob Bly such as:
a) Who will buy the product? (What markets is it sold to?)
b) What is the customer’s main concern? (Price, delivery, performance, reliability, service maintenance, quality efficiency)
c) What is the character of the buyer?
d) What motivates the buyer?
e) What is their one greatest fear? … or greatest fears
f) How many different buying influences must the copy appeal to?
The Product:
a) What are your products features and benefits? (Make a complete list.)
b) Which benefit is the most important?
c) How is the product different from the competition’s? (Which features are exclusive? Which are better than the competition’s?)
d) If the product isn’t different, what attributes can be stressed that haven’t been stressed by the competition?
e) What technologies does the product compete against?
f) What are the applications of the product?
g) What industries can use the product?
h) What problems does the product solve in the marketplace?
i) How is the product positioned in the marketplace?
j) How does the product work?
k) How reliable is the product?
l) How efficient?
m) How economical?
n) Who has bought the product and what do they say about it?
o) What materials, sizes and models is it available in?
p) How quickly does the manufacturer deliver the product?
q) What service and support does the manufacturer offer?
r) Is the product guaranteed?
Bill Oliver (B.Bus.)
Sales Writer/Marketing Coach
posted by Bill Oliver | 11:38 PM
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