December 12, 2010
Crucial Questions to Ask BEFORE You Write a Single Word of Copy
There are nine key questions I ask before considering any copywriting project. And this is just the beginning of the process. Once a client has invested in my services we go through a deep process of evaluating copy needs with a customized questionnaire. Some clients are even resistant to the process because it really makes you think about your business and direction. The bottom line is great copy takes time to create. It’s a creative process and if you want your end results to really shine you must commit to due diligence even if you’re outsourcing.
However, these POWER points set the tone and direction to get started. Consider your next copywriting project. Now consider the following questions and jot your answers down.
- Who am I talking to?
- What is the main point?
- What motivates my audience about this business, product or service?
- What makes my business, product, or service unique?
- What does my company, product or service do better than the competition?
- What’s my niche?
- What do I hope to accomplish with this promotional marketing piece?
- What do I want the finished product to look like (postcard, brochure, catalog, direct mail, letter, print ad, etc.)? How will I use it? Who will receive (see) it and how or where?
- Do I have a positioning statement, slogan or tagline for my company’s promotional materials? If not, should I consider creating one?
These POWER Points should get your creative juices flowing. Answering the questions will help you analyze key points and angles to include in your next copywriting project. Again, this is just the tip of the iceberg when it comes to going deep to really connect with your customers. When you’re ready to tackle your next copywriting project consider these POWER Points to help you get focused. Writing is a process and believe it or not there is a method to the madness. Whether you plan to write your own copy or outsource these POWER Points will kick-start the process so you’re really connecting with your core audience.
Take Action Challenge: Consider your current, upcoming or recent copywriting projects. How will you use the answers to your POWER Points to better connect with your customers and prospects? Make a list of your ideas and get started today or outsource the project to your favorite professional, copywriter.
Lisa Manyon is the President of Write On ~ Creative Writing Services, LLC. and a Professional Copywriter and Marketing Strategist specializing in POWERFULLY communicating your marketing message to increase results. She’s a published author and is a featured in the International Association of Web Entrepreneurs Official AWE Guide to Emerging Trends Every Online Entrepreneur Must Know and has written promotional, advertising and marketing copy for internet gurus and a wide variety of brick and mortar businesses. She's completed Glazer Kennedy’s Creating Copy that Sells certification and is a Copy Coach for Lorrie Morgan Ferrero’s She Factor Copywriting Bootcamp. Manyon offers a free Copywriting Action Plan with 7 Power-packed Insider Tricks of the Copywriting Trade to Dramatically Increase Sales of your Products & Services on her website