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Please fill out as much or as little of this form as you deem necessary to your business interests.

@  2006 by Writing Hands

Describe in 50 words or less, what are we offering?

DESCRIIPTION of product/service

What does it do?
How does it work?
How is it used?

PRICE. How much does it cost?

Special introductory savings?
Premium?
Limited-time offer?
Buy one, get one FREE?
Free information?
Guarantees? Etc.?

What are the FEATURES of the product?

Benefits: What will it do for me?
What specific problems does it solve?
What need(s) does it fulfill?
How will it make or save me money?
Save time, work, or money?
Make my life easier or better?

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 or exclusive about it?

What is the BUDGET? What is the SCHEDULE? Who is the MAIN PROSPECT?

When do you want it?
Any deadlines or project schedules we should be aware of?

In business, what is his title/responsibility?
What are his biggest goals, concerns, fears, hopes and dreams, attitudes, possible objections?
How will he use your product to get ahead or keep from falling behind?
For consumers, what main interests/desires/fears hopes and dreams does it appeal to?

What MAILING LISTS/MEDIA have you used in the past?

What worked?
What didn't work?
What is the actual sales performance by source?

What selling points MUST be included? What TABOOS do you have? Who are your COMPETITORS?

Included selling points?

Any IN-HOUSE COMPETITION? Any operational RESTRICTIONS? What is the METHOD OF PAYMENT?

Any In-House Competition that might affect positioning, copy approaches, or etc.?

Any operationa restrictions such as:
no 9" X 12" envelopes, or
4-color, etc.?

How do you receive ORDERS?

One Hurdred per-cent money-back any time?
30-day free trial?
Refund of unused portion upon return?
Other?

Company history, personality or bio of the owner, founder, main spokesperson; position of prominence in the market-
place; special achievements;
public/community image; industry awards or kudos; or anything else that might enhance sales or goodwill?

Begin gathering the following information also.

n

Product sample, if possible.

n

Any testimonials or endorsements -- letters from happy users; media coverage; publicity; celebrity endorsements; industry/peer reviews.

n

Any complaints -- letters from unhappy customers.

n

Copies of your past advertising/marketing efforts.

n

Copies of competitors' advertising/marketing efforts.

n

Any other research or background material you can supply.

n

Recommended background reading and names of key resource people we should talk with.

Acknowledgement:  The above form was provided by master copy writer and marketing consultant with more than 600 clients nationwide since 1978 -- including Fortune 500 companies and may smaller businesses and entrepeneurs -- Russ Phelps www.russphelps.com

PURPOSE of product/service. What is the OFFER?

Direct mail package, sales letter, display ad, brochure, press release, insert, catalog, self-mailer, postcard, information kit, media spot, web site, complete campaign?

Features
All the facts and specifica-
tions.

What are the main BENEFITS? What is our ASSIGNMENT? What is the OBJECTIVE of the project?

To generate leads or inquiries, make a direct sale,  answer inquiries or leads, make an announcement, build image, etc.?

Budget

Who (if any) are your SECONDARY PROSPECTS? What TESTS do you wish to conduct?

Are there enough prospects in this secondary niche to create specially targeted copy versions that appeal directly to them?

What copy, price, offer, mailing list, media, do you want to test?
Against what?

What must never be said or promised?

How do you compare on product, service, price, terms, features and benefits?
What are your strongest and weakest by comparison?

Cash with order; bill-me-later; purchase order required.
Credit cards -- VISA,
MasterCard
American Express
Diners Club
Discover

What percentage of your sales comes in by phone?
Internet? Mail?
On-site retail?
Through distributors?

What GUARANTEE do you offer? What is your COMPANY PROFILE?

Writing Hands Pre-writing Survey Form

Writing Hands