Copywriter Interview Reveals Copywriting Methodology and Other Insider Tactics

MCG: What about the concept of the package? How do you come up with the theme or idea for the promotion?

Leon: It certainly starts with research on the target audience. It's important to understand what their main problem is, what they really want. Not only the rational problem and benefits they are seeking, but also the underlying emotions. Is it fear, or anxiety, do they feel they are missing out on something? Are they confused about an issue? Are they seeking simplicity? Get all the rational and emotional benefits.

I try to refine the emotion at the heart of the matter. For instance, is it really wealth the audience seeks, or a sense of security? Once I feel I have a grasp on that, an understanding of the market, and a unique selling proposition, that's when I'll go off and work on themes or ideas for the promotion. I want the theme to be based on the target market and the unique selling proposition.

I try many different angles, each aimed at illustrating the unique selling proposition. There may be a single detail or fact that can be expanded. For instance, in the China promotion, I was reading quotes by Chinese officials about how important the upcoming Olympics were to them. There was building frenzy to make sure they made a good impression on foreign visitors. So it occurred to me that, not only were certain companies benefiting greatly from the pressure to build now, but the fact that the Olympics were upcoming lent itself to the idea of an inherent deadline: If you want to invest in these companies, do it now, while they are benefiting from the build up to the Olympics.

MCG: Now let's get into the nitty-gritty of your methodology. What's the first thing you do when you get an assignment?

Leon: The first thing is to research the subject matter. I do a lot of research on the web - competitors, articles, reports, forums, Amazon.com. I want to know characteristics of the list. If I'm promoting a newsletter I want to see as many previous newsletters as I can. I ask to speak to company executives and others who might be helpful, whether it is an editor or a marketing director.
Once I get a grasp of the subject, I start thinking of a first round of ideas and concepts. I tend to do this before looking at old controls. By doing this, I'm not influenced by what people did before me. Then, after I have a first round of ideas, I analyze previous controls and other promotions, and try to assess why the control worked and why others didn't.

MCG: Do you think there is a difference between online prospects and direct mail prospects?
Leon: It depends. If it's a promotion mailed to a certain list vs. a promotion emailed to a similar list, the messaging and the writing can also be quite similar.

But if, let's say, it's a promotion mailed to a list vs. a landing page people come to from a pay per click ad, then there is a bigger difference. The person who arrives at the landing page has actively searched using specific keywords for a topic or problem. When they click on the ad they want to see a pretty specific message. The landing page needs to be very aligned with the keywords and ads in the pay-per-click campaign. You need to write with that in mind. With the direct mail, you don't have to align your writing so closely to specific keywords.

MCG: How do you build credibility for the product?

Leon: I look to incorporate as many credibility indicators as possible: awards, certifications, testimonials, case studies. Certain names or brands, depending on the industry, can offer credibility. In the health field, it can be a study from Harvard Medical School or Johns Hopkins. If the promotion is technology-related, any connection to a Google or an IBM, or a company like that, will carry a lot of weight. Certain investment firms and analysts carry a lot of weight in the financial field. Track records and biographies can be particularly effective in certain categories.

While testimonials are effective, I think testimonials integrated within case studies are even more effective. I call them case stories. This way the quotes have context. You know the situation and how a problem was solved.

To read the full interview plus an analysis of one of the projects discussed in the interview, go to www.monthlycopywritinggenius.com

To see samples and case studies of my work and find out more about my services, go to www.altmancopypro.com .

Special FREE Report gives you 24 proven headline templates you can use to boost response on your sales messages.

To get this Special Report, click

HEADLINE HELPER