Paul Maxey’s latest ‘Total Package’ article is titled “How to Lay the Foundation for a Multi-Million-Dollar Promotion”. [Copywriting Article]


Paul Maxey’s latest ‘Total Package’ article:

How to Lay the Foundation for a Multi-Million-Dollar Promotion

Dear Business-Builder,

If you’re the typical writer or marketer, you avoid it like the plague.

You not only find it boring and frustrating, but it’s your single greatest source of procrastination when beginning a project.

I’m talking, of course, about research.

Clayton readily lays claim to being the world’s worst researcher. Yet he’s been known to pay a small fortune to have others do top quality research for him. And many of his clients have been known to put entire research departments at his disposal.

That’s because there is no other task in direct response marketing that has the power to reward you more than good old fashioned research. It’s the foundation for everything you write and everything you do.

I could write volumes about what to research and how, but I don’t have the room here. So instead, here’s a short list of questions you can use to get your gears spinning for your next promotion.

Questions about your offer:

– Who is the prospect? Who are you to be making this offer?

– What is the offer in simple terms? What does the prospect get for saying yes? What is your competition offering?

– Why are you making this offer to him (on a deeper level beyond the obvious answer of profits)?

– Where is this offer going to be visible? Where will ads be placed? Where is this market in terms of its trends, awareness, sophistication?

– When is the best time to present your offer? When should you launch your campaign, web site, send out emails and anything else?

Questions about your product:

– What are the main features of your product?

– How are those features advantageous to your prospect?

– What do those features do for your prospect in terms of action (the functional benefits)?

– What do those benefits look like in your prospect’s life (the dimensionalized benefits)?

– How do those benefits make your prospect feel (the emotional benefits)?

Questions about your prospect:

– What has he purchased or tried before? Which appeals are strongest to him? What other products is he familiar with?

– What is the competition telling him? What kinds of advertising messages and claims is the prospect being exposed to now?

– What does he believe fundamentally about the problem your product is meant to solve? What does he believe about the forces that affect this market? What does he believe about this type of product?

– What is his most urgent problem he wants solved in regards to the issue your product deals with? What does he most want to avoid?

If he could wave a magic wand, what would he want more than anything else in this area?
These questions are just barely scratching the surface of what you must know in order to write a powerful and compelling promotion.

That brings us to this week’s Swipe of the Week. It’s a bookalog for an investment service called The Money Map Report, which clearly shows that the copywriter understands the power of research.

When you begin every project with a clear understanding of your offer, product and prospect, you immediately put yourself light years ahead of the majority of your competition!

Until next time …

Yours for greater profits,

Paul Maxey

Makepeace-Trained Copywriter

Supplement to THE TOTAL PACKAGE

Attribution Statement: This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.

The Total Package

*IMNewsWatch would like to thank Clayton Makepeace for granting permission to reprint this article.

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