Brain Dump Resale Rights Ebook

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Table Of Contents

Preparing To Write… p. 5
Constructing The Offer… p. 10
Deconstructing Headlines… p. 12
On Testing p. 20
Strategies For Writing Autoresponders P. 25
Winning PS Formulas P. 27
A Simple Audio Script P. 28
A Quick Tip On Guarantees P. 29
7 Copy Sins P. 30

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Preparing To Write

It can be hard to find people talking about what you should do BEFORE you start writing copy. But that’s often the most important part. You need to get to know your customer and what they desire. Along with HOW to talk to them. So I periodically hammer Michel with these kinds of questions…

> Question: “How do you get inside the head of the prospect?”
> And I’ll try and make it more specific by saying, what’s a quick
> overview of your methodology for discovering the conversation
> in the prospect’s mind?

Michel’s Brain:

I just posted a blog post today, “How to Target Your Perfect Customer,” that specifically deals with this. (What a coincidence!) Here’s the link:

http://www.michelfortin.com/how-to-target-your-perfect-customer/

Generally, this involves doing a lot of detective work. Market research is key. Getting to know the prospect as intimately as possible is even better, and a step beyond typical market research. Sometimes, I conduct phone interviews with clients, record the conversation and get the call transcribed. And often, they practically write the copy for me!

I try to pull out their passion. Get them to expand. Ask open-ended questions. Ask questions (like the questions I posted in my blog post) and let them take over the conversation. Really.

I also sometimes browse related or industry-specific forums. Just watching some of the conversations going on is very telling. People are posting their desires, their fears, their concerns, their appreciation (or disklike) of certain products, both competing and non-competing products, etc.

Sometimes, I join these forums under a pseudonym and pose questions, as if I was “one of them.” I then carefully watch what kind of answers they give me. And blogs and social networking sites, which have now exploded, are perfect locations to discover what kind of conversations are going on in specific niches or about specific topics.

For example, let’s say you’re writing copy for a “fly fishing” infoproduct. Then you could browse forums like: