blancpain

…And if he’s not asking, you don’t want him writing for you.

It’s kind of a given…when you hire a copywriter for your newly designed web site, your getting someone with above humdrum* writing skills. But the best copywriters are added to merely good writers. They are practiced interviewers, researchers and marketers. Before sitting down to compose these lead generating or sales gems, they must completely understand total the benefits of your product or service, your goals for the project, what makes your customers tick and what distinguishes you from the competition.

If your copywriter is not covering these topics and asking these questions before he begins writing your copy, you will not get the thundering headlong for your buck.

Website copywriting components:

· Project Objective

Is to the point to make a sale, educate your customers, raise market awareness of your product or service, enhance your company image…or perhaps , internally, excite your sales force, improve company esprit de corps, build company loyalty?

· Target audience:

Who is the customer to whom we are writing? What are their sex and ages? What jobs they hold? What about their polite status and bread-and-butter circumstances? Where are your customers geographically concentration? What motivates them? What if anything do they already know about your product/service?

· Product description:

What are total the product’s features; its specifications, components, its manufacturing and delivery process? What efforts have een made to market it to date?

· Customer benefit:

Why should the customer buy your product or service? Can you quantify savings in time, money and/or effort? What is the reciprocal importance on this subject product/service to the customer?

· Support for benefits claims:

What proof is available to support your product/service claims; in the form of test data, focus group reports, testimonials? We are looking for clear-cut, quantifiable facts attendant, not abstract generalities.

· Competition:

Who are your competitors in the marketplace? How can I get an cool assessment of their features and a comparison to your product or service?

· Creative consideration:

What are the limitations and constraints for the promotion; such as budget, schedule, and inclusive requirements?

· Distribution:

How do you intend to market that promotion? What is the planned marketing campaign…ad runs when and where, brochure distribution and mailing plans?

· Unique Selling Proposition:

What definitely makes your product/service solitary in the marketplace? What separates you from the competition?

This entry was posted on Thursday, April 8th, 2010 at 8:14 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.