My Copywriting Questionnaire, Question #1 3

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The sales letter was good.  It was more than good, it rocked.

Michel Fortin was my copywriting coach at the time, he didn’t have anything to add.  It was ready to give to the client.

The client was a big name guru you’ve probably heard of.

And he hated it.  He changed it quite a bit, including the entire angle, before he published it.

What happened?  I didn’t manage my client’s expectations.  Part of that job is to discover what the client is expecting the letter will look like.

And the easiest way to get that answer is to ask…

“1) Are there any competing sales letters you like that I should see?”

Have you ever heard, “The Grass Is Always Greener On The Other Side.”  If your client likes a competitor’s sales letter, they’re probably looking for something similar.

Of course your sales letter needs to be unique to be successful.  But you can get a good feel of the tempo and energy of the copy.  And that’s likely what your client is looking for.

The lesson: If you want to keep your client happy, find out what they like about their competitor’s sales copy.

3 thoughts on “My Copywriting Questionnaire, Question #1

  1. Reply Dec 15, 2008 6:43 pm

    < ![CDATA[Great points. I've found that at times the client is unhappy because of a misconception on his part that can be changed. It was a big learning experience for me when I realized I not only had to market in my sales letter, but then I had to market the sales letter to the client. I had one client that even after the sales letter I did for him performed well, he complained to me about the number of people that were complaining about his product. He erroneously thought that perhaps the sales letter was misleading. I explained to him that his increase in complaints is not a direct result of the sales letter but instead the increased business he was doing. I advised him to check the number of complaints he received before my sales letter and then divide that by his previous total orders to come up with a percentage. Then check the number of complaints he received after my sales letter and divide that by his new sales number and compare both percentages. He was shocked to find that his number of complaints as a percentage of total orders actually dropped. It just seemed like more complaints because of all the new business my sales letter was generating for him. So I think it's important to consider not only your marketing within your sales letter, but also your marketing of the sales letter itself to the client.]]>

  2. Reply Dec 15, 2008 9:18 pm

    < ![CDATA[LOL. He must have been very happy. Thanks for the comment Lance.]]>

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