Digging for the Facts
Imagine if someone dropped a computer CD on your desk and said, “This is our new software product. Please write a Web page to promote it to our prospects and customers.” Then he walked away.
Chances are you would chase after him, shouting questions. “Hey, what is this product? What does it do? How much does it cost? Who is the target audience? Why would they buy it?” There would be no practical way to begin writing copy without at least having rudimentary answers to these questions first.
Getting all the facts — or at least as much of them as you can — is the first step in planning a successful copywriting project. You have to act the part of a determined investigative reporter and dig for information and insights into the product and its potential buyers.
Here is a worksheet that can help guide you in getting the information you need to get started on a copywriting project.
Copywriting Information Worksheet
What exactly needs to be written?
What is the scope of the project? (You need an estimate of size or length: a four-panel brochure, a nine-page Web site, a quarter-page print advertisement.)
What is the objective of the piece? (To generate sales leads? Get orders? Build brand awareness and preference? Convey product information?)
What is the product or service being promoted?
What does the product look like? (Is a demo available? Is a sample available?)
What are its features, benefits, and advantages?
What are the different styles, sizes, versions, makes, models available?
How does the product or service differ from similar competing products? (What does it have or do that the competition either doesn't do as well or not at all?)
How is the product positioned in terms of price? (Cheap? Expensive?)
Is there a guarantee? If so, what is it?
Are there any product reviews, customer testimonials, and other third-party endorsements available?
Who is the target audience? (Corporate CFOs? Working moms? Tradespeople? Gaming enthusiasts?)
What factors would motivate someone to buy the product?
If there was just one reason why a customer would purchase this product, what would that be?
What is the deal? Is there a special price? A money-back guarantee? Some extras thrown in?
Sometimes the piece you're writing is part of a larger campaign. You might be crafting the sales letter, for example, but other writers may be involved in creating ads, radio commercials, and Web pages, all tied together by a common theme. Make sure you learn what the campaign theme and creative guidelines are so you can integrate these into your copy.
Unfortunately, most projects have such tight deadlines these days that writing copy without first having all the facts has become the norm. Do the best you can. The more information you can get your hands on about the piece you're writing, the more effective your copy will be. It will be faster and easier to write, too.
