Page 124 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

5. What do you do with that information?
6. Is there one thing that would make your life easier right now?
7. What is it?
8. Would you consider buying that thing from us?
9. If not, why not?
10. When you are considering buying a product like ours, what are

you looking for?
11. And what are you not looking for?
12. Is price important?*
13. When you’re using one of our products, what do you get out of it?
14. Is there anything you’d change about it?
15. What’s the most important thing you need to know before

deciding to buy?
16. What else do you want to know about our product?
17. When considering buying one of these products, whose opinion

would make you feel more secure in your decision?
18. Do you buy things from other suppliers that you’d consider

buying from us?
19. Have you ever nearly bought one of our products and then

changed your mind?
20.If so, what was the reason?

In practice

• Don’t assume you know why people buy your products. Find out.

In person.

• Hanging out at user groups online is an excellent way to get

unvarnished opinions. Take your thick skin with you, though.

* You’d be surprised how often the answer is “no.”

100 GREAT COPYWRITING IDEAS • 115