Critical Copywriter Questions

You've been recruited to write copy.

The first and most important question to answer is: Does this product or service really work and is there a demand for it from a definable target audience? 

Then there are some basic business questions you need answers to get the deal done and off to a good start:

1. Is the person recruiting me the person who makes the hiring decision?
   
   
2. Can they afford to pay me and are they willing to agree to my terms?
   
   
3. Is the scope of the project clear to both you and them?
   
   
4. Who has final sign off on the copy?
   
   
5. Can they provide adequate information about their target audience?
   
   
6. Can they substantiate their claims?
   
   
7. Can they articulate what they specifically want/need to happen once their target audience reads the copy?

Once it looks like the relationship can be successful, you must extract information so you can get started on the copy:

1. Who -- exactly and in detail -- is the target audience? 
   
   
2. What problem does the product/service solve for the target audience?
   
   
3. How is that problem painful to the target audience?
   
   
4. What does having the problem solved look like to the target audience?
   
   
5. What is currently stopping the target audience from solving the problem?
   
   
6. What proof is available to demonstrate the product/service solves that problem?
   
   
7. How is the product/service different from the competition?
   
   
8. Why did current customers choose this product/service?
   
   
9. What is the offer?
   
   
10. How does the offer solve the problem for the target audience?
    
    
11. What does the target audience's situation look like after activating the offer?
    
    
12. How does the target audience activate the offer?

Sure there might be some more questions to ask to drill down for detail. 

Where necessary, drill down on details to make sure you have a full answer to each question.

Keep in mind, if you want to be successful: 

• write for good products/services that are in demand
  
  
• make sure the business relationship starts on solid footing
  
  
• get the information you need to properly identify the target audience
  
  
• understand why the target audience wants/needs the product service
  
  
• have an attractive offer with clear direction on how to get that offer