Vol. 8 No. 2

25 Questions You Must Ask BEFORE You Write A Word of Copy

by Russ Phelps, www.russphelps.com, 858-831-1668

Almost nobody does enough homework before they write a word of ad copy, make a marketing plan, or start selling. And that’s the mail reason why most ad copy and marketing tactics are anemic, weak and ineffective. Frankly, about 80% of the ad copy I see is:

• full of puffery instead of power;
• loaded with generalities instead of specifics;
• full of sound and fury, signifying nothing.

Here’s what I mean by “doing your homework”. Before I write a word of copy for a client, I have them fill out a 25-question Client Questionnaire. In its original form, it runs to 5 pages! Below is a list of those 25 questions you can also use to get your thinking focused. Feel free to print out these questions in you own form, and use it for you own projects

Make sure you do the research necessary to get the answers to these questions before you write the copy.

Now, here are the 25 questions:

1. CLIENT. Company name, address, phone, fax, email, website.
2. DESCRIPTION of product/service. In 50 words or less, what are we offering?
3. PURPOSE of product/service. What does it do? How does it work? How is it used?
4. PRICE. How much does it cost?
5. What is the OFFER? Special introductory savings, premium or limited time offer? Buy one, get one free? Free information? Guarantees?
6. What are the FEATURES of the product? All facts and specifications.
7. What are the main BENEFITS? What will it do for me? What specific problems does it solve? What needs does it fulfill? How will it make or save me money? Save time, work or worry?
8. OTHER SELLING POINTS? What will it give me that I can’t get anywhere else? How and why is it new, better or different than what’s already available?
9. What is our ASSIGNMENT? Direct mail package, sales letter, display ad, brochure, insert, catalog, selfmailer, postcard or complete campaign?
10. What is the OBJECTIVE of the project? To generate leads or inquiries, make a direct sale, answer inquiries or leads, make an announcement, build and image?
11. What is the BUDGET?
12. What is the SCHEDULE? When do you want it? Any deadlines or project schedules we should be aware of?
13. Who is the MAIN PROSPECT? In business, what is his title/responsibility? What are his biggest goals, concerns, fears, hopes and dreams, attitudes, possible objections? How will he use your product to get ahead or keep from falling behind? For consumers, what main interests/desires/fears/hopes and dreams does it appeal to?
14. Who (if any) are your SECONDARY PROSPECTS? Are there enough prospects in this secondary niche to create sales performance by source?
15. What MAILING LISTS/MEDIA have you used in the past? What worked and what did not? What is the actual sales performance by source?
16. What TESTS do you wish to conduct? What copy, price, offer, mailing, list, media?
17. What selling points MUST be included?
18. What TABOOS do you have? What must never be said or promised?
19. Who are your COMPETITORS? How do you compare on product, service, price, terms, features, etc? Where are you strongest and weakest by comparison?
20. Any IN-HOUSE COMPETITION that might affect positioning, copy approaches?
21. Any operational RESTRICTIONS? (e.g., no 9x12 envelopes, 4 color, etc.)
22. What is the METHOD OF PAYMAENT? Cash with order, bill-me later purchase order required, credit cards?
23. How do you receive ORDERS? What percentage of your sales comes in by phone? Internet? Mail? On-site retail? Through distributors?
24. What GUARANTEE do you offer? 100% money-back any time? 30-day free trial? Refund unused portion upon return? Other?
25. What is your COMPANY PROFILE? Company history, personality or bio of the owner/spokesperson? Position of prominence in the marketplace, special achievements, public/community image, industry awards or anything else that might enhance sales and goodwill?

Pretty thorough beginning, ain’t it? Sure some of these questions might not relate exactly to your project. If so, fine – omit them and or modify them to fit your situation. However, make sure you are not kidding yourself or trying to cut corners. If you do this homework, you are 50% of the way to having killer ad copy!