So you think you can dance?
So you’ve decided to invest some time and cash into your next marketing campaign.
You know what you want to do, and you know you need some fancy words to tell your story and pull in new business.
So you open up Microsoft Word, pick your favourite font and…stare…
…at the haunting white page before you.
It’s every marketer’s worse nightmare. The white-hot light of the blank page burning into your retinas as you struggle to get ‘pen to paper’.
So try this trick to help you get started.
Now, be warned, this isn’t for the faint-hearted.
This trick asks some really probing questions. Questions which have made me, as a humble copywriter in East Sussex, stop business leaders and senior execs in their tracks.
For the first time, forcing them to really think, ‘WHY US?’.
My trick to getting over that white page is simple.
Get your journalist’s pad out, and do some digging. Step back and become an investigative journalist.
Pretend you’re researching your product for the first time from all angles… your advantages, who you are, who you serve, the problems, and the pitfalls.
- Why is this product made the way it is?
- What consumer problems, desires, and needs is it designed for?
- What’s special about it—why does it fulfil a consumer’s needs better than the competition?
- Who says so besides you?
- What are your strongest proof elements to make your case believable?
- What are all the product’s best features and how does each translate into a consumer benefit?
- If you had unlimited funds, how would you improve this product?
- Who are its heavy users—the 20% who generate 80% of sales?
- What irresistible offers might trigger an explosion in sales?
- What premiums can be tossed into the mix to press your prospects’ hot buttons?
Cover as many of these points as possible in your research. Take time. Look at your competitors; really dig deep.
You’ll uncover much more than you ever thought possible, and after typing up your findings, you’ll gradually see your new piece of copy come together.
Sound like too much hard work?
I get it; it is. Farm it out to me instead ‘scoop – [email protected]