There are some key questions that will help you write a grand-slam winner direct response marketing promotion, whether it is a website, online landing page or a direct mail package. These almost “magic” questions let me zero-in on the most powerful resident emotions and hot-button desires of the prospect. They release the creative freedom necessary to write copy that attracts interest, builds fever desire and gets immediate action where the client calls and tells me “Mike, your promotion is huge winner!” Kudos to my marketing legends Claude Hopkins, John Caples, Gary Halbert and Dan Kennedy for their help in sparking these questions that have made my copywriting sell over $418 million in products and make my clients and I a king’s ransom. Try these the next time you sit down to start writing your next promotion.
- “What Benefit Would The Product Deliver If It Was Perfect?” Yes, I know that no product or service is perfect and there are legal and believability limits to what you can say, but imagine these did not exist for a moment. In this scenario, what ultimate benefit from a product or service like yours would the prospect want most? Second most? Third most?
- “What Specific Proof Element Can I Put In The Headline?” You should always try to have a concrete specific element of proof in your headline. When you join your benefit claim with a proof element in the headline, readership, believablitiy and response go way way up.
- “What Word Or Phrase Can I Use To Make The Product Sound New or Different?”
- “Can I Name The Best Prospects In The Headline?”
- “Can I Use A Specific Number In The Headline?”
- “What demonstrations of proof would be the most dramatic and believable?”
- “What offer would be almost impossible for my prospect to pass up?”
- “How can I empathize with the prospects problems?”