Before you even think about writing your next advertisement, you MUST learn what you are writing about.
Sorry if this sounds obvious, but many people go off on tangents. You might think of a great idea and try to make your copy or design fit around this. Don’t do it!
The best copywriters spend more time researching a job than writing for it. For good reason.
Once you have defined your proposition, I almost guarantee a gem or two will shine through – making your job of selling SO much easier.
Ask your self:
1. What is it?
2. What does it do?
3. How does it do it?
4. Is it unique or better? How?
5. What advantage does it deliver?
6. How does this benefit the buyer?
7. How does this make the buyer feel?
8. What is the impact of not having it?
9. How does that make the buyer feel?
10. Can we quantify the value?
11. Can we prove our claims?
12. Who has bought it already?
13. How many have we sold?
14. What if it doesn’t work?
15. Why buy it now?
OUT OF THIS COMES VALUE!
