Six Sure Ways to Know Your Prospect (and Product) Better
During their "Know Thy Prospect" session at last week's AWAI Bootcamp, master copywriters Bob Bly and John Forde gave these six valuable ways to understand your prospect and your product better:
- Ask your client for customer support letters.
- Ask to see customer surveys.
- Ask for samples of the product so you and other people can try it.
- Get testimonials. If the product is new and there aren't any, DO NOT make them up or get friends to give them. if, for example, you're selling a new, arthritis remedy endorsed by Dr. Munchkin, you can use real testimonials about Dr. Munchkin and about the product's components instead of about the product itself.
- Ask for old promotions, the ones that worked as well as the ones that bombed. Your client may be reluctant to give them to you, but try. It doesn't make sense for you to take an approach that already failed. And while you won't copy them directly, winning promos can jumpstart your creative process.
- Talk to the "champion" of the product: the editor, founder, developer, or whomever. This person can probably tell you more in 15 minutes than you can get from five hours of Internet research.
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