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Six Questions for Better Copy
- 06.15.07
As my friends will tell you, I hate seeing dreamcatchers as a rear-view mirror car decoration. They drive me mad because they're so stupendously illogical. A bad dream is the least of your worries if you are asleep at the wheel.
Which brings me to my point…
Writing any sales collateral without a strategy in mind is equally illogical…and it's like being asleep at the wheel. Here are six questions that act as a good start to the process:
- What is the purpose of this piece? (Is it intended to be informative, build brand awareness, generate leads, sell, etc.?)
- What is the ultimate aim of this collateral? Specifically: What do I want the reader to do?
- Who is my target audience?
- What's the authentic voice of the reader? What language, words and phrases are meaningful to your reader?
- What is it about your products or services that make them better than the competition's?
- What "pain points" do the products or services solve? (What are the reader's emotional reasons for buying?)
Oh, and after you've written your piece ask yourself this:
Is the collateral interesting and engaging...does it tell a good story?
If not, start again.
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