Aaron Gerdes

Gary Bencivenga is one of the most successful copywriters in the business. While explaining that “a gifted product is mightier than a gifted pen” (see the article), Gary provides ten questions writers should begin their assignments with.

I think the list is also an excellent starting point for businesses to evaluate new products or services. Whether you’re doing-it-yourself or preparing to work with a consultant, understanding the answers to these questions can make for an efficient project takeoff and a good review of results. If you’re not finding the answers compelling from your customers’ standpoint, back to innovating!

1. Why is this product made the way it is?
2. What consumer problems, desires, and needs is it designed for?
3. What’s special about it — why does it fulfill a consumer’s needs better than the competition?
4. Who says so besides you?
5. What are your strongest proof elements to make your case believable?
6. What are all the product’s best features and how does each translate into a consumer benefit?
7. If you had unlimited funds, how would you improve this product?
8. Who are its heavy users—the 20 percent who generate 80 percent of sales?
9. What irresistible offers might trigger an explosion in sales?
10. What premiums can be tossed into the mix to press your prospects’ hot buttons?