Write Now! Persuasive Writing Prompts:
List Your Prospect’s Pain and Pleasure Points

Practice your copywriting skills with this prompt from The Professional Writers’ Alliance (PWA).

Today's Write Now! prompt from Brian Kurtz will challenge your knowledge of your prospect.

When writing direct-response copy, you must know your prospect inside and out. As Brian points out, you must know what keeps him up at night — what pains him — and figure out how your product can give him the relief he desperately needs. (Or read the transcript below.)

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For today's prompt, I want you to just sit down and make a list of all of the pain points in the market that you’re writing into. And be cruel. Push yourself. Make sure that you can — and don’t stop until you have a really solid list of everything that the audience or the market that you’re going to be writing for feels pain about.

And these will be the most important things as you start writing triggers and writing hooks and writing headlines and all of that. But don’t stop until you have a nice long list of pain points. And think the worst. I mean what are these people thinking? What's the conversation in their head about pain? I'm not saying literal pain, but the pain of what they are experiencing.

And if you’re really feeling ambitious this morning, make a second list and start talking about all the pleasure points, all the things that about your client that your copy could deliver that could deliver on some of those pain points. Don’t think about writing the copy. Don’t think about narrative. Don’t think about any structure. But a list of pain points, a list of pleasure.

And then when you have those two lists, go take a break. Have breakfast. And you'll have something to go back to when you start working on copy that will be incredibly powerful for so much of what you're going to do going forward.

Write Now! persuasive writing prompts are presented by the Professional Writers’ Alliance (PWA) — a professional association just for direct-response industry writers. Learn about the many benefits of a PWA membership.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

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Published: August 9, 2017

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