13 Questions for Better Creative
Copywriters who have been around the direct marketing block more than a few times bring with them honed insight into what details in a campaign can make the difference between floppy, flat and firing-on-all-cylinders performance. To leverage this knowledge, it behooves marketers to answer, to the best of their ability, the questions these creative professionals send their way.
The following are 13 questions you should be trying to answer—even if your copywriter doesn’t do the asking—compiled from freelance copywriters Pat Friesen, of Pat Friesen & Co.; Mark Everett Johnson, of Mark Everett Johnson Inc.; and Malcolm Decker, of Malcolm Decker Associates Inc.
1. What are the product’s or service’s benefits?
2. Who is the target audience, and why has it been selected for this offer?
3. To what types of offers and formats has this audience responded in the past?
4. Has this audience bought similar or competing products recently?
5. Has this audience paid this much for a mail-order product before?
6. Was this product created with this particular audience in mind?
7. Who are the decision makers and the decision influencers for this audience?
8. What is the offer?
9. Who is the competition?
10. What are the differentiating advantages and obstacles?
11. What might be the audience’s objections to responding?
12. What kind of mail might this audience already be receiving?
13. Is there a list of current customers to interview about their experiences with the product or service?