When writing copy, you’re not selling a product/service so much as you’re selling a solution. A solution that solves a problem or fulfills a desire.
So instead of asking something silly like, “What’s your product?”, I ask about the major benefit. And that’s question #2 on my questionnaire:
“2) In one or two sentences only, what major benefit does your product/service uniquely provide?”
There are two key words to pay attention to in that question: “major” and “uniquely.”
A product may have a gazillion benefits. But the copy is going to focus primarily on the big idea. The MAJOR benefit of your product. It could be to lose weight, make money, get out of debt etc. That’s the major benefit.
But that’s not all I want to know. I also wanna know how your product UNIQUELY delivers that benefit. There are lots of weight loss products out there, how does your product stand out?
If this question is answered correctly, it could be the entire theme of the copy.
Of course, most products have more than one benefit. Or sub-benefits. So question #3 is designed to expand on question #2:
3) Please list additional benefits of your product/service.
If your product helps you to lose weight while still eating your favorite foods, that’s a great benefit.
If you’re selling exercise equipment that stores away easily, taking up little space. That’s a great benefit.
(Note: For great advice on writing benefits, check out Michel Fortin’s article “Forget Benefits, And you Will Sell More.” Make sure to read all the way down to the advantages vs. benefits portion.)
These secondary benefits will help you support the major benefit. The more you collect, the easier it will be to connect with your reader and write great copy.