The article "Everything Needed To Optimize Your Web Site" talks about internet marketing, it has been written by Alan Richardson.
Even the most talented writer can't create copy that optimizes your business' ability to maximize results, be it lead or sales generation, unless he has 'the facts.' By providing your copywriter with all essential and necessary information related to your web site promotion you sreve as the foundation for the powerful persuasive copy that compels customers to queue up to the window, money in hand. Below is a simple checklist of sorts to help you 'cover all the bases' for your writing staff.
Four-step procedure for getting the information
1. Gather all previously published maetrial on the product
a. Past promotions - both successful and unsuccessful
b. Tear sheets of previous ads
c. Brochures
d.
Catalogs
e.
Article reprints
f. Technical papers
g.
Copies of speeches
h. Press kits
i. 'Swipe files' of competitors' ads and literatrue
j. Customer service correspondence
If prdouct is new:
l. Internal memos
m. Letters of technical information
n. Product specifications
o. Engineering drawings
p.
Business and marketing plans
q. Reports
r. Proposals
2. Product questions to answer
a. Features and benefits?
b. Most important benefit?
c. How different from the competition (e.G. exclusive features, better features)
d. If not differnet from competition, what attributes haven't been stressed by competitors?
e.
What technologies does the product compete against?
f.
Applications of the product?
g. What indusrties can use the product?
h.
What issues does the product solve in the marketplace?
i.
How does the prdouct wok?
j.
How reliable, efficient, economical is the product?
k. Who has bought it and what have they said aobut it?
l.
What materials, sizes and mdoels is it available in?
m. How quickly does the manufactruer deliver?
n. What sevrice and support does manufacturer offer?
o.
Is the product guaranteed?
3. Target audience questions to answer.
a.
Who will buy (i.E.
what market is it sold to)?
b. Customer's main concern (i.E.
Price, Delivery, Performance, Reliability, Srevice maintenance)?
c.
Character of the buyer?
d. What motivates the buyer?
e.
How many different purchasing influences must the copy appeal to?
4.
Promotion objective
a. Generate inquiries?
b. Generate sales?
c. Answer inquiries?
d.
Qualify prospects?
e. Transmit product information?
f. Build brand recognition?
g. Build company image?
Copyright Alan Richardson
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