Spotlight on Marketing

Copywriters, Here’s What Your Readers Are Probably Thinking

Posted on 06 August 2010

Copywriters, before you write a single word, think about the questions your readers will probably ask, consciously or unconsciously, when they receive your message (whether that’s an ad, an e-mail, a brochure, a letter, a tweet, a website, a YouTube video…):

1. Who are you, and why should I listen to you and trust you?
2. Why are you sending me this message, and what do you expect me to think/feel/do about it?
3. Why should I care about you, your company, your product, your service, your event, your message…?
4. What’s in it for me? How is this product/service/event going to help me, and the people/organisations I care about, to get what we want or avoid what we don’t want in life/business? What RESULTS will I/we get? How will my life be different/better?
5. Why should I take action and actually change my attitudes or behaviour?
6. Why should I buy from YOU rather than your competitor?
7. Why should I act NOW rather than delaying or just doing nothing at all?
8. What do I need to do NOW? What’s the next step? Is it going to be quick and easy?
9. How much does the product/service/event cost? And what’s the opportunity cost?
10. What are the risks of saying yes?
11. What if I don’t like the product/service/event?
12. What if I don’t get the promised results? Is there a guarantee?

So somewhere, somehow, in your copy, you need to answer those questions.

1 Response to Copywriters, Here’s What Your Readers Are Probably Thinking

Frank says:

August 6, 2010 at 9:46 am

Inspiring! Thanks for sharing.

Reply

Leave a Response

Click here to cancel reply.

Name (required)

Mail (will not be published) (required)

Website