Why are we doing this?
This isn’t an existential question. It’s at the heart of every copywriting project.
And it’s a question that leads to this set. Call it the Copywriting Top 10:
- What can I write for you? Do you need website copy? Words for your brochure? A news release? Or something else?
- What is your project scope? Is it copy for a website that features 10 products? And you need the copy completed by the end of the month?
- What is your objective? In other words, do you want me to ghost-write an article that will position you as a thought leader in your field? Or are you looking for an artist statement that describes the vision behind your sculpture?
- What are you promoting? Are you selling products? Services? Or, perhaps, your copy announces an upcoming event in a 120-seat theater – and you want a sold-out house.
- What does your product or service look like? Yes, I know. A picture is worth 1,000 words. But those pictures will need captions.
- What are features? Benefits? Advantages? If your software helps people complete a complex task with a single keystroke, that’s a feature. If this feature is going to save a 100-employee company 3,000 man-hours within a year, that’s a benefit. If yours is the only software that offers this feature, that’s an advantage.
- How does your product or service differ from the competition? Sometimes, it’s right there on the surface. If you’re in the hearing aid business, you’re aware of how designers try to disguise these devices. Not you. Your hearing aids are hot pink, neon green, and they’re a big hit with children and teens.
- Do you have any reviews or testimonials? If you’re launching a company, this may be a challenge. But can you host a taste-test of your gluten-free desserts? Or ask for beta-testing of your software?
- Why would customers choose you over the competition? If you’re drawing a blank, conduct a one-question survey: Ask that loyal clientele why they do business with you.
- What do you want people to do after they’ve read your copy? If you’re selling online, well, it’s time for “Click here to buy now!” For services where the sale is done via purchase order with your invoice coming later, encourage people to call or e-mail with their questions. The Q&A will get your sales process rolling.
Your turn!
Okay, enough questions from me. If you have some of your own, or if you’d like to start a copywriting project, call 520-690-1888 or send an e-mail.