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Web Marketing Series
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 serve 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 material 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 literature

j. Customer service correspondence

If product 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 different 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 industries can use the product?

h. What problems does the product solve in the marketplace?

i. How does the product wok?

j. How reliable, efficient, economical is the product?

k. Who has bought it and what have they said about it?

l. What materials, sizes and models is it available in?

m. How quickly does the manufacturer deliver?

n. What service 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, Service maintenance)?

c. Character of the buyer?

d. What motivates the buyer?

e. How many different buying 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

About the Author: Alan Richardson is a well-known internet consultant and publisher with http://www.optimalwebservices.com - a Web resource firm in North Easton, Massachusetts, offering free advice and information for web-based small businesses entrepreneurs.

To read other articles by Alan, click http://www.optimalwebservices.com/articles

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