Hello! You may be looking to work with a copywriter to spice up your copy today. While clever copy is always fun to read, I’m way more focused on delivering the clarity and benefits of a product or service that will help you and your customer get more results. But before working with a copywriter, did you know that she should be asking you these questions?
I know when you’re working with someone, you might have this urge to tell them what to do, but a great copy ninja should also act as a business partner who proactively seeks more information about the product or service you’re offering. To start off, here are a few consultative questions they should ask to get to know your brand better.
#1 How would you describe your brand in three words?
I always like to give the customer a chance to describe her own brand in her own words. When I get in touch with a client via FB groups or email, I have already checked out her website and social media to see if she’s someone I’ll want to potentially work with. Still, it has happened before where I would describe a client’s brand one way and she would describe it with different words.
If I was being specific with you, I saw her brand as feminine and vibrant, but she saw it as more street and badass. Her social channels were splattered with all pink and glitter, but indeed her website and blog contained more street language. A copywriter or any outside person looking in can be seeing something slightly different. As a client, you may be in a re-branding stage so what people see on one channel is different from what they see on another channel. I always like to let the client have the final answer in what their brand is about and then adjust my tone to match it.
#2 What page do you need help creating?
One client came to me and asked for help on writing a sales page. Many questions later, I realized what she wanted to create was not a sales page, but a landing page. I don’t know about you, but there’s a difference between the two for me. A landing page is usually during the pre-sales stage and the first step to connecting with a customer. This page can be the first thing a new lead sees when she lands on your website through FB ads.
When you’re writing for a sales page, however, hopefully, your people have already consumed a lot of your free content, blog, or have heard of you. The way you approach both would be very different. Sales pages are usually for converting warm leads into customers while landing pages are for getting a new lead onto an email list. A landing page is usually shorter. A sales page is usually longer, but it also depends on what kind of product you’re selling too.
Sometimes as clients, you aren’t as savvy with the technical terms that happen in the marketing industry. That’s okay — the copywriter you work with should both be a specialist in what she does and a generalist in overall digital marketing. This means she should be a copywriter at heart, but also know enough SEO, content marketing, user experience, etc. that she can incorporate that all into your page.
#3 What product do you sell?
If I was actively seeking work I love, I’ll only want to work with products I’ll buy, use, and recommend to others. That said, this isn’t to say I’ll buy every digital course that I write copy for because I simply don’t need it all. Unless I’m pressed for money, I find it a lot harder to write copy for brands and products I personally won’t use and don’t find helpful.
By asking the potential client what they sell, I can already know if we’ll be a good fit. Products that I don’t know a lot on will require a lot more time to do research. Product topics I’m not interested in will be dreadful to craft copy for as well.
So if a copywriter was serious about writing copy for you, she should ask this during the initial consultative email or Skype call.
#4 Have you launched this product or service before?
Not everyone who comes to me for copy is launching a new product so if you want an About Page re-written, this question isn’t relevant. I like asking this question because it helps me know if she has ever sold any of her product before. Investing in a sales page can be expensive if you don’t already have a proven product that your market and audience wants.
On the other hand, if you have some proven sales (even if it’s a small number), it’s much easier to justify hiring a copywriter to amp up your copy and make more sales on autopilot. You shouldn’t be automating your first launch, you should be experimenting and making tweaks. But once you have enough good feedback from your existing customers, you’ll know what they want and what you should incorporate on your sales page. This will help you better connect with a new batch of customers who has similar problems.
#5 Do you know who your clients, customers, and audience are?
This question goes in line with whether you have existing customers already. If you have, did you get to know your existing customers? Do you know them on a superficial level or a deeper level? For example, if you say your audience are full of aspiring entrepreneurs, that’s vague. Do these aspiring entrepreneurs dream of starting their own software app or are they creatives like authors and designers who are looking for ways to monetize their digital presence?
Generally, their dreams and motivations are a little different. Running a software company requires you to manage a whole team and the potential to scale is much larger. So the motivation is probably to be a key player in the industry. Meanwhile, a lot of designers are solopreneurs who strive for creative and financial freedom. Both are ambitious but at different levels.
Alternative questions can be:
- Who is your ideal or dream customer?
- What motivates your audience?
- What are their main and core struggles?
- Can you give direct quotes of customer pains and struggles regarding your product or service?
#6 What makes your product different?
Let’s face it… it’s difficult to craft a winning sales page if you don’t know how your product is different from others out there. For example, there can be hundreds and thousands of people out there talking about email marketing, but really, why should people choose your product over someone else’s?
I really like this chart that Mailerlite uses to distinguish their prices and offers. Not only do their starter packages come with a comprehensive package of automation sequences, landing pages, and lead forms. But they let you try out the software for up to 1000 subscribers for free. Their comparison chart makes it easy to read and compare. Now competing on prices can easily be a race down to the bottom, but if your product comes with free bonuses or modules, don’t hesitate to lay those out for your customers.
If your copywriter doesn’t get to know your product inside out, including all features and benefits, it would be impossible to lay out the results your product will give your customers.
So what’s the number one question that you need your copywriter to ask you to know that she’s serious about bringing your product or service out from the dark?
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