From Sales Pitch to Sales Letter: How to Interview Clients (Including Yourself!)
As I mentioned in a previous article, copywriting is really no more than a printed sales pitch. This is copywriting simplified.
With that in mind, one way to create killer copy fast is to interview your clients and ask good questions as part of your research. Your clients’ answers can often provide you with new ideas, new insights, and even copy that you can use verbatim in your sales letter.
(The same is true if you are your own client. Ask yourself the same questions listed below, record your answers, and have them transcribed. The transcription can then form the basis of your sales letter.)
While there is an art to the interview process, it’s always good to have a list of potential questions to ask. You may not use all of them every time, but you will use many of them. Here are some of the interview questions I’ve used in the past.
Please remember: If you are a freelance copywriter, these are questions to ask AFTER you’ve accepted the project and been paid! (You would ask different questions BEFORE accepting the project.) And if you are writing copy for your own product or service, ask yourself these questions as if YOU were the client!
- Copywriting Interview: Getting and Keeping Attention
- How to Overcome Objections in Your Sales Copy
- Copywriting Simplified
- 42 Questions to Ask Yourself Once You’ve Finished Writing a Promotion
- Differentiation: The Key to Effective Copy