17 thoughts on “Answers to good questions from subscribers”
Marcus Santer
Thanks Drayton, I’d gone running off without digging deep into who my clients are. I’d assumed because I’ve been writing to them since 2009 I knew exactly what they want.
But my results (1 booking) clearly demonstrate the dangers of assuming anything.
Oh well. Hopefully I’ve learned my lesson this time.
Good marketing comes from good briefs – and vice versa. We send this to our clients. It is essential to success, whether you are doing something yourself or employing us – or someone else
1. Background
The rationale. Why you want to do this, where it fits into what else you’re doing and what’s happening in the market.
The profit margin. How much you can afford to pay to get a sale or enquiry?
How is this sold now? What is the process?
Any examples or news about previous efforts – with results.
Anything you think you’re doing, right or wrong.
Any thoughts or ideas you have.
2. The Product or service
Please describe the product or service. Try to explain what it does for the prospect as opposed to what it is.
Highlight anything unique and any ways in which it is different, better or worse than what your competitors or alternatives offer.
3. The People
Please describe the perfect prospect. If there is more than one person involved in making the decision say who they are.
Also, describe their motivations, especially any emotional ones like “I don’t want to make a mistake” or “I’d like to be a hero”.
What relationship do they have with you?
Have they heard from you before? What was their reaction, if any?
What do they think of you/your products or services?
What worries them? What motivates them?
What problem do they face every day?
How can this solve/help with that problem? Give practical examples.
What is their role in the decision making process?
(Answer these questions for every group you’re talking to).
4. The offer
What the proposition is and details of any offer/incentive
5. What we want them to know and feel
E.g. “I never knew that was so easy” – “it sounds right for me”, “I should consider this” etc.
6. The action
What do you want them to do?
How close to a sale do you want to get them? Weak enquiry or strong? Free trial? See a demonstration?
7. Why act
Why should they reply? Please list as many reasons as possible, appealing to emotion and reason
8. Why not
What objections could they raise? And how would you respond to them?
9. Creative Requirements
Please include any restrictions (e.g. black and white, no images, personalisation etc)
If it is a mailing, they should refer to each item in the pack.
Also, please include details of any copy variations required (if targeting different segments) and practical things, like tel. numbers and ref codes.
10. Other information
Please attach:
– Relevant research
– Testimonials
– Sales material
– Media – None
– Independent statistics or research
– Anything which helps in understanding the product or the audience
11. Deadlines
Ideas
First Draft (copy and layout):
Final artwork
I’m sorry to keep peppering you with questions but another one has just occured to me!
Do you think personal information works well in marketing copy? By this, I mean the sort of thing you see in the ‘meet the team’ sections of websites where it describes a person’s love of rock climbing or that they like cooking curries. I have always avoided writing copy like this for my clients, on the basis that it has nothing to do with what they are trying to sell.
But I’m wondering if I’m wrong and this sort of information possibly has a role in building trust by providing the ‘personal touch’. What do you think?
I’m looking to rent a mailing list from a DMA supplier. Do you have any advice on how to choose the good from the bad or is there a list supplier you would recommend.
Hi Drayton,
I am really enjoying being part of your gang. I now have a folder full of snippets that I am working on to improve my copywriting skills. I work for a double glazing company and, as you have had experience in this field, wondered if you could help. The business I work for has been around for over 30 years and is run by accountants. No, really. Qualified accountants. Grey men, complete with sense of humour bypass and self propelling pencils! Our product is more expensive than the average for the area as the bosses base all prices on a set of formulae they have worked out – probably at midnight on a full moon with some kind of sacrifice involved! It is pretty much rigid, which leaves us at a slight disadvantage when going up against competition who will happily slice the price to get the deal. My brief is to increase sales but without the aid of any discounts or incentives. Most of my advertising is therefore based around our longevity and customer service. My question is, what kind of call to action can I use on mailshots and newspaper adverts? Thanks.
Bloody hell! I don’t envy you, Paul. Over 25 years I worked on and off for Everest who were the biggest till they got a brilliant new marketing guy …
This is a very challenging market driven by incentives and deals, so I suspect you’re working for lunatics, unless you have some clear competitive advantage. The best call to action is the softest – ie whatever is easiest for the prospect. Do you have a good brochure?
Warning: the more response options you offer the worse you generally do. Have you tried making people choose – Yes/No/Maybe?
I hesitate to say more, because it’s such a tough one. The things that worked best for Everest was a very long letter with a built-in mini-brochure which was delivered door-to-door. We put that in 2003 – they never found anything to beat it.
Thanks for your thoughts, lunatic is but one of the adjectives we use for our dear leaders! I will work on the letter and brochure idea and let you know the outcome.
Cheers
I am enjoying this training very much. And learning a lot, as well. In this program you mentioned that you would be glad to give your opinion of a copy sample. I am a new copywriter and just completed my first paid assignment of a short landing page. I’d like to get your opinion. Should I copy it to this comment thread? Or, should I direct it to an email address?
Thanks Drayton, I’d gone running off without digging deep into who my clients are. I’d assumed because I’ve been writing to them since 2009 I knew exactly what they want.
But my results (1 booking) clearly demonstrate the dangers of assuming anything.
Oh well. Hopefully I’ve learned my lesson this time.
Thanks Drayton.
Marcus
Hi Drayton
Where can I find the briefing notes you mention?
Here you are:
General Briefing Template
Good marketing comes from good briefs – and vice versa. We send this to our clients. It is essential to success, whether you are doing something yourself or employing us – or someone else
1. Background
The rationale. Why you want to do this, where it fits into what else you’re doing and what’s happening in the market.
The profit margin. How much you can afford to pay to get a sale or enquiry?
How is this sold now? What is the process?
Any examples or news about previous efforts – with results.
Anything you think you’re doing, right or wrong.
Any thoughts or ideas you have.
2. The Product or service
Please describe the product or service. Try to explain what it does for the prospect as opposed to what it is.
Highlight anything unique and any ways in which it is different, better or worse than what your competitors or alternatives offer.
3. The People
Please describe the perfect prospect. If there is more than one person involved in making the decision say who they are.
Also, describe their motivations, especially any emotional ones like “I don’t want to make a mistake” or “I’d like to be a hero”.
What relationship do they have with you?
Have they heard from you before? What was their reaction, if any?
What do they think of you/your products or services?
What worries them? What motivates them?
What problem do they face every day?
How can this solve/help with that problem? Give practical examples.
What is their role in the decision making process?
(Answer these questions for every group you’re talking to).
4. The offer
What the proposition is and details of any offer/incentive
5. What we want them to know and feel
E.g. “I never knew that was so easy” – “it sounds right for me”, “I should consider this” etc.
6. The action
What do you want them to do?
How close to a sale do you want to get them? Weak enquiry or strong? Free trial? See a demonstration?
7. Why act
Why should they reply? Please list as many reasons as possible, appealing to emotion and reason
8. Why not
What objections could they raise? And how would you respond to them?
9. Creative Requirements
Please include any restrictions (e.g. black and white, no images, personalisation etc)
If it is a mailing, they should refer to each item in the pack.
Also, please include details of any copy variations required (if targeting different segments) and practical things, like tel. numbers and ref codes.
10. Other information
Please attach:
– Relevant research
– Testimonials
– Sales material
– Media – None
– Independent statistics or research
– Anything which helps in understanding the product or the audience
11. Deadlines
Ideas
First Draft (copy and layout):
Final artwork
Thanks Drayton. This is very helpful.
Just to be clear, are you giving members permission to use this (or a close derivative) to use this commercially.
If you’re wondering why I might change it, the extent of the questions could frighten my small business clients.
I’d hate to use it without permission and upset you by breaching your copyright.
Thanks
Paul Simister
Hi Drayton
I’m sorry to keep peppering you with questions but another one has just occured to me!
Do you think personal information works well in marketing copy? By this, I mean the sort of thing you see in the ‘meet the team’ sections of websites where it describes a person’s love of rock climbing or that they like cooking curries. I have always avoided writing copy like this for my clients, on the basis that it has nothing to do with what they are trying to sell.
But I’m wondering if I’m wrong and this sort of information possibly has a role in building trust by providing the ‘personal touch’. What do you think?
To me only if you think it makes them seem likeable or unusually competent in some way.
If someone is constantly winning marathons this may suggest they’re unusually determined.
If someone does a lot of charity work it may suggest they are admirable.
But I tend to agree with you, Martin. I want to know how they can help me better than someone else in respect of whatever my problem is.
Great, many thanks Drayton.
Hi Drayton
I’m looking to rent a mailing list from a DMA supplier. Do you have any advice on how to choose the good from the bad or is there a list supplier you would recommend.
Cheers
There’s no-one I recommend – only because I haven’t rented any lists for a while.
Always test a selection of names before you rent a great many.
Always ask who else has used the list successfully.
Ask to speak to them.
Thanks for that Drayton.
What would you say a minimum number of names would be to do a test mailing I was considering doing a test of 500 names.
R Rodney, The minimum ideal volume for the test depends on the response rate you reasonably expect. This link might be useful: http://www.rrdonnelley.com/RMS/ServicesResources/MinSample.asp
Paul
Hi Drayton,
I am really enjoying being part of your gang. I now have a folder full of snippets that I am working on to improve my copywriting skills. I work for a double glazing company and, as you have had experience in this field, wondered if you could help. The business I work for has been around for over 30 years and is run by accountants. No, really. Qualified accountants. Grey men, complete with sense of humour bypass and self propelling pencils! Our product is more expensive than the average for the area as the bosses base all prices on a set of formulae they have worked out – probably at midnight on a full moon with some kind of sacrifice involved! It is pretty much rigid, which leaves us at a slight disadvantage when going up against competition who will happily slice the price to get the deal. My brief is to increase sales but without the aid of any discounts or incentives. Most of my advertising is therefore based around our longevity and customer service. My question is, what kind of call to action can I use on mailshots and newspaper adverts? Thanks.
Bloody hell! I don’t envy you, Paul. Over 25 years I worked on and off for Everest who were the biggest till they got a brilliant new marketing guy …
This is a very challenging market driven by incentives and deals, so I suspect you’re working for lunatics, unless you have some clear competitive advantage. The best call to action is the softest – ie whatever is easiest for the prospect. Do you have a good brochure?
Warning: the more response options you offer the worse you generally do. Have you tried making people choose – Yes/No/Maybe?
I hesitate to say more, because it’s such a tough one. The things that worked best for Everest was a very long letter with a built-in mini-brochure which was delivered door-to-door. We put that in 2003 – they never found anything to beat it.
Thanks for your thoughts, lunatic is but one of the adjectives we use for our dear leaders! I will work on the letter and brochure idea and let you know the outcome.
Cheers
Good luck, Paul. These people are sent to try us.
Hello Drayton,
I am enjoying this training very much. And learning a lot, as well. In this program you mentioned that you would be glad to give your opinion of a copy sample. I am a new copywriter and just completed my first paid assignment of a short landing page. I’d like to get your opinion. Should I copy it to this comment thread? Or, should I direct it to an email address?
Thanks for your help.
Sorry to be so slow, Michael. Send it to me, Drayton@DraytonBird.com