I'm about to share a secret with you. It may sound far-fetched, but it's true. Ready? The key to great copywriting is not writing - it's about intimately understanding the motives, beliefs and emotions of your audience. Don't worry, you read that sentence correctly. The key to great copywriting is not writing.
So then, what is the secret to stellar copy?
The interview. That's right - 90% of the work happens before you even stroke a key, write a sentence, or open a word processor. If you ask the right questions, you will intimately understand your audience and the writing will be easy. Once you completely comprehend your purpose the words will flow like water down a steep incline.
Here are 10 types of questions to help you write stellar copy:
1. Facts - These are the "who", "what", "when", "where" questions. They give you just the facts and not much more. Most of these can be answered with a bit of research prior to your interview, so if you want to be professional, come prepared to confirm instead of collect answers to factual questions.
2. Reasons - Why, why, why, why, why? What is the reason or motive behind an action, decision, or response? Try channeling the spirit of your 4-year-old niece and inquire "why" almost more often than is comfortable.
3. Problem/Solution - What was/is the problem and how does the product/service solve it? The answers to these questions are key to producing clear benefits in your copy.
4. Descriptors - Adjectives turn words into a picture. They describe a scene so readers can connect via their imagination. One trick to drawing these words out in an interview is to get your interviewee to describe their product or service in the third person. For example: "Imagine your best client is referring you to their best friend. What would they say?"
5. Feelings - Understanding feelings is important for establishing the proper tone for your copy. Should your tone be happy and upbeat or calm and subdued? When in the interview, be sure to ask about how the reader feels both before and after the product/service experience.
6. Actions - Verbs are the most important words in your copy because they inspire readers to take action. One method for drawing out action words is the question, "What does your product/service help people do?"
7. Typical Customer - The more detail you can gather about the customer you are writing for, the more easily you can put yourself in their character. Go deeper than traditional demographic info and get creative with your assessment. Where do they shop? What's their favorite food? What are they doing on the weekends? What kind of clothes are they wearing? Although your interviewee may be thrown off by these types of questions, the detailed descriptions will help you visualize your audience when you are writing and get in their mind.
8. Personification - Particularly useful if you are selling an intangible, such as a service. Try using questions like, "If your service was a person, how would you... fix them up on a date? recommend them for a job? introduce them to your mother?" Again, you may have to warn your interviewee to simply trust the process.
9. Competition - With so much noise on the market today, a thorough understanding of the competition is key to standing out. Ask the tough questions like "What advantages does your competition have over you?" Knowing what you're up against can help you focus on which benefits to feature.
10. Analogies/Metaphors - A master copywriter will craftily weave in analogies and metaphors. Doing so solidifies the brand awareness of the product/service to an existing object or experience in the reader's mind. Try testing analogies and metaphors throughout your interview and see if any resonate with the interviewee. If you get a resounding "YES!!" you know you're on to something.