Issue #47 - Tuesday, March 19, 2019
http://dennyhatch.blogspot.com/2019/03/47-don-hauptmans-essential-31-point_19.html
Posted by Denny Hatch
Don Hauptman's Essential 31-Point
Checklist for Copywriting Assignments.
Checklist for Copywriting Assignments.
Early in my career,
at the outset of each assignment, I found that I was asking each new client a
set of similar questions in order to obtain the background data and materials I
needed.
So in the late 1970s, I devised a checklist I called a “New Project Discussion
Agenda.” Over the years, others have borrowed and adapted it. It has been
reprinted numerous times in direct-marketing books and trade publications—both
with and without attribution.
This is a working tool. It does not claim to be exhaustive, nor will every
question apply to every product. It serves as a useful guide, helping to ensure
that no critical item is forgotten. Although my original checklist was more
abbreviated, I’ve expanded on some points for clarity in this version.
IMPORTANT: this
checklist was intended for my copywriting for subscription newsletters and
other information products. But you can adapt it for virtually any product or
assignment; I encourage you to think of additional “customized” questions you might
add.
The ideal source for providing this information is your client: the product manager, sales director, editor, owner, or someone else in the company who is knowledgeable—and willing and able to communicate that knowledge.
The ideal source for providing this information is your client: the product manager, sales director, editor, owner, or someone else in the company who is knowledgeable—and willing and able to communicate that knowledge.
In section “A,” I grouped what I regard as the most significant items. And
Question #4 is perhaps the most likely to generate valuable creative ideas.
Although I often used this checklist while interviewing clients by phone or in person, in other cases I requested that they complete it themselves and supply the answers in writing.
Although I often used this checklist while interviewing clients by phone or in person, in other cases I requested that they complete it themselves and supply the answers in writing.
Not surprisingly, I heard occasional complaints about the work I was asking
them to do. But, more often, they told me afterward: “You made me think through
issues I needed to address in order to improve my business. Thank you!”
A. PROJECT FUNDAMENTALS
1. What is the
product’s Unique Selling Proposition?
What is your publication’s concept? Its aim, function, unique selling proposition? How is it “positioned”? Ask the client to complete this sentence: “This is the only resource that…”
What is your publication’s concept? Its aim, function, unique selling proposition? How is it “positioned”? Ask the client to complete this sentence: “This is the only resource that…”
2. What is the competition
for this product?
Who are the major competitors? What are their failings? Is there a gap in the marketplace? If so, how does your product fill that gap? What do you offer that’s exclusive?
Who are the major competitors? What are their failings? Is there a gap in the marketplace? If so, how does your product fill that gap? What do you offer that’s exclusive?
3. What is your market?
Who is the target subscriber or user? What are their ages, genders, income levels, etc.? Such demographic data is an important starting point for getting to know the prospective buyer. But go beyond that, into attitudes, motivations, emotions, behavior, etc. Ask the client about the mindset of the subscribers. Even better, ask some subscribers directly.
Who is the target subscriber or user? What are their ages, genders, income levels, etc.? Such demographic data is an important starting point for getting to know the prospective buyer. But go beyond that, into attitudes, motivations, emotions, behavior, etc. Ask the client about the mindset of the subscribers. Even better, ask some subscribers directly.
4. What are the
prospect's biggest concerns?
This may be the single most important question to ask. Determine your prospect’s most important concerns, needs, and problems. What keeps him awake at night? What are his questions, complaints, fears, threats, mistakes? On the positive side: opportunities, expectations, and hopes? What information does he need to deal with them? If it's a B2B product, what is the industry climate? What trends, events, hot issues, and new developments are occurring in this field?
This may be the single most important question to ask. Determine your prospect’s most important concerns, needs, and problems. What keeps him awake at night? What are his questions, complaints, fears, threats, mistakes? On the positive side: opportunities, expectations, and hopes? What information does he need to deal with them? If it's a B2B product, what is the industry climate? What trends, events, hot issues, and new developments are occurring in this field?
5. How does the
product help the reader?
How does it fill a compelling need in your prospect’s life? What are its features? What concrete benefits will he realize?
How does it fill a compelling need in your prospect’s life? What are its features? What concrete benefits will he realize?
6. What is the
product’s name?
If this is a new product, you may be able to help name it. Find out how the name, subtitle, slogan, and logo reflect its goals.
If this is a new product, you may be able to help name it. Find out how the name, subtitle, slogan, and logo reflect its goals.
7. What are the
product's origins?
Is this a brand-new product or does it have historical roots? Who first created or developed it? Are there any interesting or compelling stories about its start?
Is this a brand-new product or does it have historical roots? Who first created or developed it? Are there any interesting or compelling stories about its start?
8. Is there an editorial/marketing
plan?
Does your client have any internal documents about the product, its development, or marketing? Ask him to share them with you, in confidence. The more you know, the stronger the promotion you can write.
Does your client have any internal documents about the product, its development, or marketing? Ask him to share them with you, in confidence. The more you know, the stronger the promotion you can write.
B. EDITORIAL/CONTENT
9. Can you supply
me with back issues?
Ask to see a year or two of past issues. If it’s a launch, ask for a list of article titles and synopses that are planned for the new publication.
Ask to see a year or two of past issues. If it’s a launch, ask for a list of article titles and synopses that are planned for the new publication.
10. What is the content?
What are the regular departments, columns, standing features? Does the newsletter emphasize specifics, so the reader can take action and realize concrete benefits? Does the content suggest surprising or little-known facts that can be cited in the promotional copy?
What are the regular departments, columns, standing features? Does the newsletter emphasize specifics, so the reader can take action and realize concrete benefits? Does the content suggest surprising or little-known facts that can be cited in the promotional copy?
11. What is the editorial
policy?
Is the newsletter independent? If so, is this a selling point in contrast with the competition?
Is the newsletter independent? If so, is this a selling point in contrast with the competition?
12. Does the
newsletter offer exclusive content or benefits?
Can it boast “scoops”? Accurate predictions? What is its track record?
Can it boast “scoops”? Accurate predictions? What is its track record?
13. What are the
newsletter’s sources?
How does the editor/staff obtain information? Do they have “inside” sources? What is the newsgathering process?
How does the editor/staff obtain information? Do they have “inside” sources? What is the newsgathering process?
14. What items
have generated a strong reader response?
Was the response favorable or unfavorable? Why did readers respond that way? Can this knowledge be applied in the promotional copy?
Was the response favorable or unfavorable? Why did readers respond that way? Can this knowledge be applied in the promotional copy?
15. Who are the
people on the editorial staff?
Who are the editors and writers? What are their biographies and qualifications? Any anecdotes or stories? Do you have photos?
Who are the editors and writers? What are their biographies and qualifications? Any anecdotes or stories? Do you have photos?
16. Does the
newsletter have a board of advisors?
Again, what are their biographies, qualifications, stories? Photos?
Again, what are their biographies, qualifications, stories? Photos?
C. PROMOTION/MARKETING:
17. What mailing
lists will be used?
Learn about the mailing lists, list brokers . . . and/or other relevant media where your copy will appear. Which lists worked well and which did not. Is the client targeting the right audience? Are prospects already familiar with the publication? With the publisher?
Learn about the mailing lists, list brokers . . . and/or other relevant media where your copy will appear. Which lists worked well and which did not. Is the client targeting the right audience? Are prospects already familiar with the publication? With the publisher?
18 Are there testimonials
or related items that can boost credibility?
Does the client have testimonials (from subscribers or authorities in the field), anecdotes, or success stories? Press clips? Awards? What special achievements can the client boast? Proof of authority?
Does the client have testimonials (from subscribers or authorities in the field), anecdotes, or success stories? Press clips? Awards? What special achievements can the client boast? Proof of authority?
19. What is the circulation?
What is the publication’s circulation and renewal rate?
What is the publication’s circulation and renewal rate?
20. What market
research has been done?
Is subscriber survey data available? If possible, examine the subscriber list.
Is subscriber survey data available? If possible, examine the subscriber list.
21. What are the
results of past promotional efforts?
What type of testing has been done? Split-tests? Please supply copies of past promotions, especially the current control, and the results. Winners? Losers? The renewal series and results. Any lessons to be drawn from this data? Is a “welcome” letter sent to new subscribers?
What type of testing has been done? Split-tests? Please supply copies of past promotions, especially the current control, and the results. Winners? Losers? The renewal series and results. Any lessons to be drawn from this data? Is a “welcome” letter sent to new subscribers?
22. Competitive
products?
Do you have samples of competitive publications? The promotions for them? Should competitors be named in copy, or not?
Do you have samples of competitive publications? The promotions for them? Should competitors be named in copy, or not?
23. What type
of promotion will this be? Direct mail, space ad, other?
Any “mandatories” re the concept, format, structure? Who is the graphic designer?
Any “mandatories” re the concept, format, structure? Who is the graphic designer?
24. Are there any
copy caveats?
What legal constraints, if any, do we face? Internal policies?
What legal constraints, if any, do we face? Internal policies?
D. OFFER:
25.What is the
publication’s subscription price?
What is the regular price? Can we offer a discount? A “Charter” offer? If a launch, can we promise to deliver “all issues from #1”?
What is the regular price? Can we offer a discount? A “Charter” offer? If a launch, can we promise to deliver “all issues from #1”?
26. What are the ordering
options?
Does the client prefer a soft or hard offer? Billing? Credit cards? Order mechanisms?
Does the client prefer a soft or hard offer? Billing? Credit cards? Order mechanisms?
27. What is the frequency
of publication?
How often is it published? Will the subscriber receive alerts between regular issues?
How often is it published? Will the subscriber receive alerts between regular issues?
28. What are the
terms of the guarantee?
How long is the guarantee valid? Is the refund full or pro-rata?
How long is the guarantee valid? Is the refund full or pro-rata?
29. How is the
product delivered?
Is it mailed First Class? Delivered via e-mail? Other method(s)?
Is it mailed First Class? Delivered via e-mail? Other method(s)?
30. Is a premium
being offered?
What is the basic premium? Early-response premium? Prepayment incentives? Additional bonuses?
What is the basic premium? Early-response premium? Prepayment incentives? Additional bonuses?
31. Finally, do
you have additional background material not already mentioned?
What else can help me write the strongest possible copy? Subscribers or experts I can interview?
What else can help me write the strongest possible copy? Subscribers or experts I can interview?
E. DIGITAL POSTSCRIPT
Aside from some
minor updating over the years, the above checklist was mostly created and used
prior to the Internet era. Here are some additional questions you might ask
today:
• What copy platforms and offers have been tested in digital media: websites, e-mail, mobile, Google ads, etc.?
• Results?
• Social media experience and feedback?
• Metrics and other data obtained via website, search, SEO?
• What lessons have been learned that can inform this project?
• What copy platforms and offers have been tested in digital media: websites, e-mail, mobile, Google ads, etc.?
• Results?
• Social media experience and feedback?
• Metrics and other data obtained via website, search, SEO?
• What lessons have been learned that can inform this project?
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Word Count: 1347
About the Author: Now mostly retired, Don Hauptman is
one of the great direct-response copywriters. For three decades, he specialized
in the marketing of information products: subscription newsletters, magazines,
books, spoken-word audio, conferences, and the like. His direct-mail packages
won the Newsletter on Newsletters promotion award for nine years, six
consecutively—a feat unduplicated by any other writer at the time. His ads for
Audio-Forum’s recorded language lessons with the headline “Speak Spanish
[French, etc.] Like a Diplomat!” have achieved classic status.
