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  • Digg it UP - Better Copy: The Interview is the Key

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    ord your answers. Or you can write your own answers down.

    The key to interviewing is to keep probing. If an answer doesn’t make sense,say so. “I understand that

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    Most of us spend our days persuading others to buy our service, product or idea. Here is how to create powerful marketing copy to make your job easier: INTERVIEW YOURSELF.

    If you hired a writer to create the copy for you, he/she would likely start by interviewing you. He would ask every question he could think of about your subject and keep probing until he found illuminating answers. You could find a colleague to help in this endeavor. Or, if you are feisty, you can interview yourself.

    Write out a series of questions about your subject. (I’ll suggest what kinds of questions below). Then ask your colleague to pose these questions to you and record your answers. Or you can write your own answers down.

    The key to interviewing is to keep probing. If an answer doesn’t make sense,say so. “I understand that

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    SELF.

    If you hired a writer to create the copy for you, he/she would likely start by interviewing you. He would ask every question he could think of about your subject and keep probing until he found illuminating answers. You could find a colleague to help in this endeavor. Or, if you are feisty, you can interview yourself.

    Write out a series of questions about your subject. (I’ll suggest what kinds of questions below). Then ask your colleague to pose these questions to you and record your answers. Or you can write your own answers down.

    The key to interviewing is to keep probing. If an answer doesn’t make sense,say so. “I understand that

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    subject and keep probing until he found illuminating answers. You could find a colleague to help in this endeavor. Or, if you are feisty, you can interview yourself.

    Write out a series of questions about your subject. (I’ll suggest what kinds of questions below). Then ask your colleague to pose these questions to you and record your answers. Or you can write your own answers down.

    The key to interviewing is to keep probing. If an answer doesn’t make sense,say so. “I understand that

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    /p>

    Write out a series of questions about your subject. (I’ll suggest what kinds of questions below). Then ask your colleague to pose these questions to you and record your answers. Or you can write your own answers down.

    The key to interviewing is to keep probing. If an answer doesn’t make sense,say so. “I understand that

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    ord your answers. Or you can write your own answers down.

    The key to interviewing is to keep probing. If an answer doesn’t make sense,say so. “I understand that your clients need to create strategy at the corporate level, but I don’t understand how your software is going to help them do this.” If you don’t believe an answer, say so too. Keep asking for further and better particulars until you get answers that interest you and which you believe in.

    SOME QUESTIONS TO ASK YOURSELF

    Here are some high-level questions to ask yourself.

    What is the business problem?

    Can you describe the problem in plain English?

    How did the problem arise?

    Is it a new problem?

    Why is it hard to solve?

    Why hasn’t anyone found a solution to it yet?

    Does your client know he has this proble

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