Copywriter's Questionnaire

What are the product benefits?
What are the product features?
How is the product different from and perhaps better
than the competition?
What does the buyer expect in return for his or her
hard-earned cash? And do we deliver?
What methods, approaches, and sales techniques is the
competition using?
How does the audience for my product differ from the
general public?
How much can my buyer reasonably expect to pay?
Does my average buyer have a credit card or a checking
account?
Will my product be purchased for business or personal
use?
Can I expect to get multiple sales from my buyer?
What is the logical "back end" product to sell someone
after he has purchased my product?
What's the "universe"--the total number of potential
customers?
Who will buy my product: teenagers or octogenarians?
Men or women? Executives or blue-collar workers?
Is there a market for overseas sales?
Should I offer time payments?
Will my product be a good gift item?
Should my copy be long or short?
What should the tome of my copy be?
Should I test the price?
Is there a seasonal market for my product and am I
taking advantage of it?
Are testimonials available from satisfied customers?
Have you already decided on photographs or
illustrations?
Which appeals have worked in the past for this product?
What objections might arise from prospective
customers? How can I overcome these objections?
Should I use a premium?
Should I offer a money-back guarantee? How many
days?
Is this item sold by retail? Are there advantages of
buying from the ad that I can stress?
Should I consider a celebrity testimonial?
Can I tie my copy to some news event?
Can I tie my copy to some holiday or seasonal event?
Does my product sell better in certain regions or climate?
Should I consider using a sweepstakes?
Can my product be sold through a two-step advertising
campaign?
What must I do to give the reader a sense of urgency so
he or she will buy my product now?
Can I use scientific evidence in my sales approach?
Can I get my customer to order by telephone?
What unsuccessful approaches have been used to sell
this product?
Can I get powerful "before" and "after" pictures?
Assuming the ad is successful, is the client prepared to
fill all the orders?