Copywriting Worksheet

About This Worksheet
Q: “You promised to write my words for my website – why am I reading this questionnaire?  How much do you want me to write?”

A: Why? For a few reasons:
1.	So you’ve thought about the questions.
2.	So we can make this as quick and easy as possible.
3.	So you can ask me questions.

   How much?  As much or as little as you like – as long as you’re thinking about the questions.

******************* so let’s get started *********************

Some Basics to Begin With
You may or may not have this information, but if you do, let’s get it down now.

What’s your company name?

What’s your website address?

What are your key social media feeds?

Let’s Talk About You
Presenting your business to the world as real and authentic starts with an understanding of YOU.  

This may or may not end up in your copy – but knowing your back story will help me understand you and speak with your voice.  People want to do business with people, so a sense of “you as a person” will help your online business.

Only tell me what you’re comfortable with. It will help if you tell me more than the things you assess to be “relevant”.

Who Are You?
Where are you from?

What was your childhood like?

What is your current family structure?

What do you do for fun?

What makes you angry or frustrated?

What makes you sad or depressed?

What makes you laugh?

What excites and inspires you? 

What do you do to relax and recharge?

What was a major turning point in your life?

What's something you used to do that you don't do any more?

If you could snap your fingers and remove one chore from your life, what would it be?

What Do You Do Best?
Name a skill that comes to you naturally

Name a skill that you've worked hard to develop

Name a skill you'll be mastering until the day you die

What Are Your Credentials?
What are your achievements?

What is your career experience? (Give me a sense of the whole, not just what you believe is “relevant”)

What is your life experience?

What are your results?

Now, Let’s Talk About Your Business
I’m writing copy for you and your business, copy to answer the questions your customer is inherently asking.   So let’s talk about your dream customer and your offer to them.   

Who Is Your Dream Customer?
If you have more than one customer avatar, answer for EACH of the top 2 or 3.

(Think of yourself a spear-fisherman specifically fishing for lobster. Describe the “lobster” that will guarantee the long term success of your business and enable you to make the difference that you want to make through your business.)

Describe the best customer your business HAS ever had.  What made them special?

Describe the best customer your business COULD ever have.  What would make them special?

 
What Have You Created For Your Customer?
Treat me as your customer and tell me what you can do for me.

Make sure you tell me about HOW I AS YOUR CUSTOMER BENEFIT from this amazing product/service.

What is your product or service?

Describe what it does for me – the top 3-5 pain points that I have that it fixes.  What am I scared of / tired of / angry about / wishing for / wanting to avoid?

Describe how it is delivered

Why Did You Create This?
Is this a passion project?   Does it have its roots in something you love?  Did it come from what disappointed or frustrated you?

Does it fill an obvious gap in the market?  (Obvious to whom?)

Did it solve a problem for you that you realize many more people would like solved?

How Will This Product Improve My Life?
What is the urgent problem your product solves for your customer?

How does it solve my problem?

Why is it different/better than competing products

Features and benefit bullets (It has this, so it provides this, which means this)

How Has Your Product Helped Your Customers
What do your customers say about what you do?
(If you have testimonials, list them or attach them – they’re full of copy “gold”)

What RESULTS that I value will I experience from having or using your product?

Why DON’T I Want to Buy This
As your ideal customer, what are the objections that I will make?  List the most common “Yes, but” arguments that come up – in casual conversations as well as in the sales context – cost, convenience, applicability, etc.

What Is This Worth?
What is NOT having it costing me? (money, time, opportunity, freedom, glory)

What is settling for the inferior model  costing me?

What is the financial benefit worth?

What is the emotional benefit worth?

What is the long-term benefit worth?

What Is Your Credibility
What proves to your ideal customer that your product will match your claims for it?

 What positions you as an authority in the market for your service/product?

Do you have notable / known clients that I can reference?

Do you have testimonials  I can reference?

Do you have awards / certifications that  I can reference?

What are 5 reasons that I WOULDN’T buy your product or service?

Who Are Your Competitors?
Who are your 3 major competitors – online and offline? Give links / examples.

Whose offer do you like?  What is it that you like about it? Give links/ examples.

Let’s Talk A Bit About Your Website
Most people who visit a website for the first time AREN’T ready to buy.  So what do you want your visitors to DO that would help you keep in touch with them?  
What’s Your Sales Funnel?
What is your target customer’s level of awareness of how your product/service can meet their needs?  

How far along in the buying process do you expect your site visitors to be?

How Will You Engage Your Visitors?
How do you make an offer that meets your customer’s emotional needs?  

What would you be able to offer your customer to fill in a contact form?  A free quote?  A free paper? A half-price consultation? A free assessment or questionnaire to inform their purchase?