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:

    Inspiring! Thanks for sharing.

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