Ask questions when you’re preparing to write copy. You need to know what you’re talking about in the first place. You gotta get the who, what, and why covered. Most of the basic questions can be answered by research, but the rest is up to you to ask your clients the right questions that get you the right answers.
Why would anyone want to do business with you anyway? The why is the motive or reason behind the action you want your visitor to take. You have to know the feelings your visitors are having. They may be very uptight about making a purchase and your job is to soothe them into the comfort of buying.
What’s the problem? Address exactly what it is that your service or product does, what problem it eliminates, or how it can streamline an exact process. This is where the benefits come in, which are vital to your copy and its effectiveness. Use adjectives to create images in your visitors heads, be as descriptive as possible, but never diluted. Always use specifics. An easy way to determine these specifics is to envision your product or service as a person.
Who are you? More importantly, who are your competitors? Even more important, who are your visitors? Use analogies to identify your customers and your company. This creates an experience for your visitors, heightening brand awareness and conversions.
When you ask the right questions, you have the answers you need to focus your copy.