First please cut and paste these questions onto a word document and then email it to kmandrews@impactwriting.net as an attachment. Please answer all applicable questions so we can create your best sales letter.
1. Company Name
Address
Phone
FAX
Email
Website
2. DESCRIPTION of product/service. (In 50 words or less, what are we offering?)
3. PURPOSE of product/service. (What does it do? How does it work? How is it used?
4. PRICE. (How much does it cost? Special deal for multiples?)
5. What is the OFFER? (Special introductory savings? Premiums? Limited time offer? Buy one, get one free? Free information? Guarantees?
6. What are the FEATURES of the product? (All facts and specifications.)
7. What are the main BENEFITS? (What will it do for me? What problem does it solve? What need does it fill? How will it make or save me money? Save Time, work or worry? Make my life better or easier?
8. OTHER SELLING POINTS? What will it give me that I can't get anywhere else? How and why is it new, better, or different than what's already available? What is unique and exclusive about it?
9. What is my ASSIGNMENT? Direct Mail Package, sales letter, display ad, press release, catalog, flyer, postcard, information kit, squeeze page, radio spot, web site?
10. What is the OBJECTIVE of the project? To generate leads or inquiries, make a direct sale, answer leads, make an announcement, build your image?
11. What is the BUDGET?
12. What is the SCHEDULE? When do you want it? Any deadlines or project schedules (graphic artist?) that I need to be aware of?
13. Who is the main PROSPECT? In business, what is his title/responsibility? What are his biggest goals, concerns, fears, hopes & dreams, attitudes, possible objections? How will he use your product/service to get ahead or keep fro falling behind? For consumers, what main interests/desires/fears/hopes and dreams does it appeal to?
14. Who (if any) are your SECONDARY PROSPECTS? Are there enough prospects in this secondary niche to create specially targeted copy versions that appeal directly to them?
15. What are you using for MAILING LISTS? MEDIA you have used in the past? What worked and what did not? What is the actual previous sales performance?
16. What TESTS do you wish to conduct? What copy, price, offer, mailing list, media, etc.?
17. What selling points MUST be included?
18. What TABOOS do you have? What must never be said or promised?
19. Who are your COMPETITORS? How do you compare on product, service, price, terms, features, and benefits, etc? Where are you strongest and weakest by comparison?
20. Any OPERATIONAL RESTRICTIONS? (e.g. no 9 x 12 envelopes, 4 color, etc)
21. What is the method of PAYMENT? Cash with order? Money order, check?
22. How do you receive ORDERS? Phone, FAX, mail, Internet, on-site?
23. What GUARANTEES do you offer? (100% money back, 30 day free trial, money back on unused portion?)
24. What is your COMPANY PROFILE? Company history, personality, or bio of the owner, founder, main spokesperson, position of prominence in the marketplace; special achievements; public/community image, industry awards or kudos, or anything else that might enhance goodwill and sales?
25. WHO is the letter from? (President of company, happy customer, the head of sales?)
PLEASE BE SURE TO INCLUDE THE FOLLOWING THINGS:
1. Product sample if possible.
2. Any testimonials, endorsements, media coverage,publicity, celebrity endorsements, industry reviews.
3. Any complaints--letters from unhappy customers?
4. Copies of past marketing/advertising letters.
5. Copies of competitors advertising efforts.
6. Any other research or background material you can supply.
7. Recommended background reading or resources I can contact.
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