9 Essential Items Your Website Copywriter Must Know About Your Business BEFORE Writing a Word...
...And if he's not asking, you don't want him writing for you.
Web Marketing Series
It's pretty much a given...when you hire a copywriter for your
newly designed web site, your getting someone with above average
writing skills. But the best copywriters are more than merely
good writers. They are expert interviewers, researchers and
marketers. Before sitting down to compose those lead generating
or sales gems, they must completely understand all 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 biggest bang for your buck. Website copywriting components:
· Project Objective
Is the purpose 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 social status
and economic 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 all 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
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should the customer buy your product or service? Can you
quantify savings in time, money and/or effort? What is the
relative importance of this 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 specific, quantifiable facts here, not
subjective generalities.
· Competition:
Who are your competitors in the marketplace? How can I get an
objective 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 overall requirements?
· Distribution:
How do you intend to market this promotion? What is the planned
marketing campaign...ad runs when and where, brochure
distribution and mailing plans?
· Unique Selling Proposition:
What specifically makes your product/service unique in the
marketplace? What separates you from the competition?
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
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