Yes, after a hiatus Iâ€™m back visiting Sethâ€™s blog and in his entry, Your Favorite Seth Posts, 2006, I came across a post from June 29, 2006 called Nine things marketers ought to know about salespeople (and two bonuses). And that, in turn, was the catalyst for the following:
If you want to get any kind of decent copy written for your product or service, be it for a television, print or radio ad, or a Web site or anything â€¦ you really need to answer a few things first so your copywriter isn’t left dangling in the wind.
And to make sure he or she doesnâ€™t simply shovel a load of horse manure at you because itâ€™s clear youâ€™re not serious about getting something worthwhile written. Off the top of my head, I came up with this list:
- Donâ€™t tell me the product is great. Tell me why itâ€™s great. Better yet, show me.
- Another way to look at #1: why would someone want your product?
- Who would want your product?
- Why would someone want your product and not someone elseâ€™s?
- Whatâ€™s the bonus, or extra, that someone gets with your product? (Or, as Seth Godin would put it, whatâ€™s the â€œfree prize insideâ€?)
- How does your product/service make someone feel? Whatâ€™s the experience that a customer is buying when they purchase from you?
- Is your product cheaper or more expensive than your competitorâ€™s? Why?
- Where can someone get your product?
- Give me three words that describe your product. (Take note: You cannot use the words â€œgreatâ€ or â€œcoolâ€. They are forbidden. And the words you do use must be truthful and accurate. And donâ€™t worry â€“ if necessary, my Thesaurus can jazz them up later.)
Feel free to add to this list in the comments area. It will be interesting to hear some other views.