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42 Questions for Achieving Optimal Website Writing Results
The foundation for creating advertising copy that floods your
newly designed website's copy with cash-in-hand ready-to-buy
customers is forged from the interview process between you and
your copywriter. Subsequent research and the creation of a
dynamite promotion all stems from the critical information
gathered about your business, your product and service, your
customers and your competition. The answers to the questions
below are crucial to the effective and successful completion of
the website writing portion of your project.
1. What are all the product's benefits? 2. What are all the
product features?
3. How is the product different and better than the competition?
4. What does the buyer expect when he spends his money for this
product? Do we deliver?
5. What methods, approaches and sales techniques is the
competition using?
6. How does the audience for the product differ from the general
public?
7. How much can the buyer reasonably expect to pay?
8. Does your average buyer have a credit card or checking
account?
9. Will the product be purchased for business or personal use?
10. Can you expect to get multiple sales from your buyer?
11. What is the logical 'back end' product to sell someone after
he has purchased your product? ['Back end' refers to other
products in your product line you can offer to someone who has
bought the primary product featured in your ad]
12. Will I need to show your product in color?
13. What is the total number of potential customers for this
product?
14. Who will buy your product, i.e. teens or seniors, men or
women, executives or blue-collar workers?
15. Is there a market for overseas sales?
16. Should I offer time payments?
17. Will the product be a good gift item?
18. Should my copy be long or short?
19. What should the tone of my copy be?
20. Should I test the price?
21. Should I test copy
approaches?
22. Is there a seasonal market for the product and are you
taking advantage of it?
23. Are testimonials available from satisfied customers?
24. Do I need photographs or illustrations?
25. Which appeals have worked in the past for this product?
26. What objections might arise from a prospective customer? How
can I overcome these objections?
27. Should I use a premium?
28. Should I offer a money-back guarantee?
29. Is this item also sold by retail? Are there price advantages
I can stress for buying direct from the ad?
30. Should I consider a celebrity testimonial?
31. Can I tie in my copy to sonic news event?
32. Can I tie my copy to some holiday or seasonal event?
33. Does the product sell better in a particular region or
climate?
34. Should I consider using a sweepstakes?
35. Can the product be sold through a two-step advertising
campaign? [Ads generating queries rather than direct sales]
36. What must I do to convince the reader to buy your product
now?
37. Can I use scientific evidence in my sales approach?
38. Have I allowed enough time to write, design and produce my
copy?
39. Can I get the customer to order by phone?
40. What approaches used to sell this product have been
unsuccessful?
41. Can I get powerful 'before' and 'after' pictures?
42. Assuming the ad is successful, is the client prepared with
orders?
Copyright Alan Richardson
About the author:
Alan Richardson is a well-known internet consultant and
publisher with http://www.optimalwebservices.com - a Web
resource firm in North Easton, Massachusetts, offering free
advice and information for web-based small businesses and
entrepreneurs.
To read other articles by Alan, click
http://www.optimalwebservices.com/articles
To signup for the free 'Optimal Web Services for Small Business'
ezine, click http://www.optimalwebservices.com/subscribe
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