Before you start to write the copy for an ad or a direct-mail piece, you need to answer a few questions. These answers will set the basis of your offer and present all the advantages of your product or service to the prospect. You should have answers to all of these questions before you commit your precious advertising budget.
- What are all the benefits of the product?
- Who will buy this product?
- How will my target audience respond to this ad?
- What type of payments will I accept?
- How long should the ad copy be?
- Should I offer a guarantee?
- How can I create an urgency to buy now?
- Can I use any testimonials?
- How is the product different from competitors’ products?
- What price or offer is my competitor using?
- Can prospects easily afford to buy?
- Is there any discount for multiple purchases?
- Can we handle an unexpected number of orders?
- How quickly can we ship or restock the store?
- Can I sell upgrades at the time of sale?
- Is the product for personal or business use or for both?
- Can I tie in a holiday or special event?
- How easily can a customer order or buy?
- Are there any accessories or add-ons to sell?
- Will the product sell locally, regionally, or nationally?
- What payment options can I offer?
- What headline will best draw attention?
These are some general questions, and the answers to them will you help to write productive and responsive copy. You should add even more questions that apply to your industry or products. Being prepared in advance can eliminate much revision later— or, worse, something that you left out. Consult associates to help answer the questions or have a roundtable discussion.
Advertising is not cheap, so you want to use the most effective copy from the very first ad forward. If you need help preparing your ad, there are many professional copywriters available. Ask your printer or check the phonebook or Internet for creative writers.