As a copywriter, it’s imperative that I gather all relevant details about my clients and their products before I even pick up my pencil to write a word for them. The tool I use to gather that information is a simple little survey. As well as helping me get the information I need, many clients have also found it helpful in clarifying in their own minds how they should be thinking about their marketing. To help you get the same benefits, I’ve helped the survey ‘morph’ into an article.

 

Introducing: Quill Writing Services Client Questionnaire

 

1. What response do you want to elicit from this particular project?

The emphasis here is on ‘this particular project’ as the required result can differ from project to project. For example: the desired result from a print ad may be to get people to visit your website. The desired result from the website, however, would be to sell products. The result you want will dictate the call to action in this project.

 

2. Who is your Target Market for this project?

Again, it’s important to only think in terms of this project. Often campaigns are more effectively directed at the ‘target market within the target market’.

 

Let me explain. Perhaps you sell skin care products and your target market is generally women between the ages of 25 – 50. You have just released a new product that is great for reducing the appearance of stretch marks. Instead of targeting your whole market base, the language, tone and message of this campaign will be directed at pregnant women and new mums—i.e. the target market within the target market.

 

3. What are the main features of your product or service?

This is pretty straightforward. It’s the what, why and how of the product. Using the skin care example again, the main features could be the ingredients—what they are, what they do and how they do it.

 

4. How will the Target Market benefit from using the product or service?

Here’s where you tell your prospects how much better their lives will be if they buy your products or use your services. Focus on how they will feel: ‘beautiful’, ‘refreshed’, ‘confident’ and what they will do: ‘shine at the party’, ‘relax on the beach’.

 

5. What is your Unique Selling Proposition?

This is your chance to tell the world what sets you apart from the competition. What is it that you do better than everyone else? Perhaps you provide something that no one else does. Whatever it is it makes your business unique and that’s a big selling point!

 

6. What problems are faced by your target market, and how will they be solved by using your product or service?

Showing someone how you can alleviate their pain or solve their problem is always an effective sales technique. Empathise and identify with them in their struggle to let them know you care.

 

So there you have it. Six simple questions that will help you to focus your marketing message each and every time you write.

 

 

© Carol Dorman 2009 

 

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Carol Dorman, owner of Quill Writing Services, also publishes Communicate, the monthly newsletter for small business owners who want to raise their profiles and increase their profits by harnessing the power of words.

Subscribe today at http://www.quillwritingservices.com.au and receive a free copy of her report: How to Convince your Target Market to Buy from You.