Do you want to know the real difference between a “pro” copywriter and an average “wanna be” copywriter?
OR why some sales letters or ads cause an absolute traffic jam of sales compared to the “ho-hum” sales material that doesn’t even get read?
Sure, there may be a different skill level in the writing but I’m not talking about that. No, I’m talking about The Reason why certain copywriters get paid the BIG BUCKS!!!
Wanna guess?
OK, let me tell you…
“Researching.”
Yuck. It’s an ugly word right? But it’s in the researching stage that you come up with the big idea! The hook! Or the twist!
It’s where you come up with the “X” factor that’ll make phones ring and credit cards swipe faster than a western gunslinger!
Trust me. Breeze over this part and you’ll definitely leave a mountain of cash behind.
So put on your sleuthing hat and dust off the old magnifying glass because…
You’re about to become a sales detective!
Something you may not know is… in a lot of cases pro copywriters will spend 75% of their time researching and only 25% writing!
It’s that important!
WARNING: Beware of the dangerous trap that unsuspecting business owners and entrepreneurs fall into!
And that is…
They “ASSUME” they know what their client wants!
WRONG!
You’ve heard it before… ASSUME (or ASS-U-ME) means making an ASS out of U and ME.
Do you want to become a marketing expert overnight? Then ask your clients what they want. Duh! Pretty simple right?
Here’s a BIG distinction you need to imprint in your brain:
“You are not your client”
To help you Uncover More Copy Gold Than A Prospector During The 1800’s Gold Rush I’ve put together a list of what to look for in your detective researching time:
- Who is your ideal client? Can you picture a real person?
- What are their needs, wants, fears, frustrations and objections?
- What is their age, sex, hobbies, interests, income etc?
- What is their typical day is like?
- What conversations they are having in their own mind?
- What is the story of the product or service you are selling?
- Is there a story of a successful customer or client?
- What is your personal story?
- What are the feature and benefits you are offering?
- What are the motivating factors?
- What are the emotional triggers?
- What are your competitors offering?
- What has worked and what hasn’t worked in the past?
Believe me – that list could go on forever!
And lucky for you…as a valued reader…I’m going to share the exact copywriting questionnaire that I use to suck all of this important information out of the clients I write copy for.
But first, stay tuned for my next post where I’ll show you…
The TOP 4 Ways to Learn More Than An Eavesdropper At A Gossip Convention!
Think big. Be different…
Bret Thomson
